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Description - Fundamentals and Practice of Marketing by Adrian Mackay

The fourth edition of this seminal text retains the clarity and simplicity of its predecessors in communicating the basic themes and principles of contemporary marketing. 'The Fundamentals and Practice of Marketing' has been substantially revised to take into account recent developments in the field - most particularly the changes wrought by new technology. It now follows a new structure and includes: * New chapters on: direct marketing, public relations; integrated marketing planning; wholesale and retail operations; relationship marketing; * Material on: services marketing, e-commerce, ethics and social responsibility, B2B marketing and external marketing environment * A range of new examples The book is accompanied by online resources for tutors which include: guidance notes on teaching methods for each chapter, case studies with suggested solutions and approaches, questions for discussion, and OHP masters.

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Book Details

ISBN: 9780750654494
ISBN-10: 075065449X
Format: Paperback
(246mm x 189mm x 20mm)
Pages: 388
Imprint: Butterworth-Heinemann Ltd
Publisher: Taylor & Francis Ltd
Publish Date: 6-Aug-2002
Country of Publication: United Kingdom

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Author Biography - Adrian Mackay

Currently freelance consultant and visiting lecturer on post-graduate programmes University of Greenwich. Extensive international consultancy and lecturing experience - in Europe, Africa, South America and the Far East. Author of the best-selling The Fundamentals and Practice of Marketing, The Fundamentals of Advertising and Below the Line Promition. Currently lecturing on MA Marketing and DMS programmes for the University of Greenwich.

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