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9780631196389

Marketing

by
  • ISBN13:

    9780631196389

  • ISBN10:

    0631196382

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 1996-02-05
  • Publisher: Wiley-Blackwell

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Supplemental Materials

What is included with this book?

Summary

The second edition of this widely adopted text is a complete guide to the entire discipline of marketing, including the latest developments in areas such as:Category management.Database marketing.Loyalty Schemes.Marketing investment.Relationship marketing.The structure has been simplified so that the length of time to study all the material in the book has now been reduced by a quarter. The text is clearly structured in a modular fashion so that only the material needed for the specific course being studied need be referred to. The emphasis is on learning, rather than on reading, using well-tried distance learning techniques.Competitively prices, Marketing is designed as a first choice text for marketing undergraduates, MBA students and those taking professional examinations.

Author Biography

David Mercer is a Senior Lecturer at the Open University Business School.

Table of Contents

Introduction
Marketing Research
Consumer Behaviour
The External Environment
Positioning
The Product or Service
New Products
Pricing
Distribution
Advertising
Promotion
Selling and Sales Management
Meetings
International Marketing
Marketing Planning
Table of Contents provided by Publisher. All Rights Reserved.

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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