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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.

Buy Fundamentals and Practice of Marketing by Adrian Mackay from Australia's Online Independent Bookstore, Boomerang Books.

Book Details

ISBN: 9780750654494
Format: Paperback / softback
(248mm x 191mm 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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