Marketing Made Simple
Published on 11. March 2002
Book
Paperback/Softback
272 pages
978-0-7506-4771-7 (ISBN)
Description
Marketing Made Simple is an introductory text offering an overview of all basic marketing concepts and techniques.
The book covers the latest developments in marketing thinking and practice, including hot topics such as Customer Relationship Management (CRM) and business-to-business marketing.
Packed with examples and vignettes, it offers a clear-sighted starting point of value to students, practitioners and those wishing to gain a better insight into the subject of marketing.
The book covers the latest developments in marketing thinking and practice, including hot topics such as Customer Relationship Management (CRM) and business-to-business marketing.
Packed with examples and vignettes, it offers a clear-sighted starting point of value to students, practitioners and those wishing to gain a better insight into the subject of marketing.
More details
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Practitioners, particularly those wanting to gain a quick insight into the subject.
Non-specialist students looking for a user-friendly introductory text.
Non-specialist students looking for a user-friendly introductory text.
Illustrations
Illustrated
Dimensions
Height: 229 mm
Width: 178 mm
Weight
454 gr
ISBN-13
978-0-7506-4771-7 (9780750647717)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Geoff Lancaster is Chairman of the Durham Associates Group of Companies which is headquartered at Caste Eden, Co-Durham with offices in Bahrain, Oman, Dubai, Saudi Arabia, Zambia and Zimbabwe. The company is in corporate communications and also manages higher degree programmes overseas for two UK universities. He has written approximately 25 marketing textbooks plus more than 100 academic refereed journal and conference papers. He was senior examiner to the Chartered Institute of Marketing for approximately 15 years and was their senior academic adviser from 1994-1998.
Content
Marketing explained; Functions of Marketing; Consumer and organisational buyer behaviour; Advertising, promotion and public relations; Selling and sales management; Direct marketing; Customer relationship management; Pricing; Channels and logistics; Product; Marketing information systems; Broader issues in marketing; Marketing strategy, planning and control.