£30.75

Routledge Fundamentals of Marketing

Name: Fundamentals of Marketing
Brand: Routledge
Price: 27.95 GBP
Availability: InStock

Economics

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Description

Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool. The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing. Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today. Visit the Companion website at www.routledge.com/textbooks/9780415370974

Product Specifications

Brand: Routledge
Format: Paperback
ASIN: 0415370973
Category: Books > Subjects > Business, Finance & Law > Economics
Domain: Amazon UK
Release Date: 20 December 2006
Listed Since: 25 January 2007

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Routledge Fundamentals of Marketing

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