Marketing
2nd Edition
Published on 24. September 2003
Book
Paperback/Softback
448 pages
978-0-333-98789-6 (ISBN)
Description
Adopting a student-centred approach with activities, exercises and case studies, this text is designed specifically as an introductory text for those studying marketing for the first time. The book includes coverage of newer areas such as Internet Marketing, Customer Relationship Marketing and International Marketing.
Reviews / Votes
'This book is an excellent introductory marketing text. Not only are all of the conventional basics concisely explained, but also the level of detailed theory coverage is remarkably good...There are many up-to-date vignettes to illustrate contemporary marketing practice and the many e-examples give a real flavour of marketing practice today.' - Charles Dennis, School of Business and Management, Brunel UniversityMore details
Edition
2nd ed. 2003
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Illustrations
448 p.
Dimensions
Height: 23.4 cm
Width: 15.6 cm
ISBN-13
978-0-333-98789-6 (9780333987896)
DOI
10.1007/978-0-230-37409-6
Schweitzer Classification
Other editions
Previous edition
Geoff Lancaster | Paul Reynolds
Marketing
Book
11/1998
Palgrave Macmillan
€27.27
Article exhausted; check for reprint
Persons
GEOFF LANCASTER is Professor of Marketing at the University of North London Business School, and Chairman of Durham Associates
PAUL REYNOLDS is a Senior lecturer in Marketing at the University of Huddersfield
PAUL REYNOLDS is a Senior lecturer in Marketing at the University of Huddersfield
Content
Development of the Marketing Concept.- Marketing and the Organization's Micro and Macro-environments.- Customers and Marketing.- Buyer Behaviour.- Marketing Information Systems and Forecasting.- Marketing Research.- Products and Services.- Pricing.- Channels of Distribution.- Logistics Management.- Managing Selling.- Above and Below-the-line Promotion.- Public Relations.- International Marketing.- Marketing Planning.- Marketing and the Use of Internet Technology.- Customer Relationship Management.