Description

Book Synopsis

Marketing is an international textbook designed for undergraduates and MBA courses. In addition to providing comprehensive coverage of all traditional marketing topics, it also covers applications and issues within the service and non-profit sectors, together with new developments in marketing theory and practice.

Key book features:

  • Offers the reader a highly practical reference guide.
  • Gives an authoritative and comprehensive overview of the whole field of marketing.
  • Provides extensive cross-referencing enabling easy reference from one entry to another.
  • Developed over the past half decade with contributions from marketing experts and organizations.


Table of Contents
1. Introduction.

2. Marketing Research.

3. Consumer Behaviour.

4. The External Environment.

5. Positioning.

6. The Product or Service.

7. New Products.

8. Pricing.

9. Distribution.

10. Advertising.

11. Promotion.

12. Selling and Sales Management.

13. Meetings.

14. International Marketing.

15. Marketing Planning.

Marketing

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    A Paperback / softback by David Mercer

    £29.59

    Includes FREE delivery

    RRP £36.99 – you save £7.40 (20%)

    Order before 4pm today for delivery by Wed 14 Oct 2026.

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      Book details

      Publisher John Wiley and Sons Ltd
      Published 16 January 1999
      ISBN-13 9780631211266
      978-0631211266
      ISBN-10 0631211268

      Description

      Book Synopsis

      Marketing is an international textbook designed for undergraduates and MBA courses. In addition to providing comprehensive coverage of all traditional marketing topics, it also covers applications and issues within the service and non-profit sectors, together with new developments in marketing theory and practice.

      Key book features:

      • Offers the reader a highly practical reference guide.
      • Gives an authoritative and comprehensive overview of the whole field of marketing.
      • Provides extensive cross-referencing enabling easy reference from one entry to another.
      • Developed over the past half decade with contributions from marketing experts and organizations.


      Table of Contents
      1. Introduction.

      2. Marketing Research.

      3. Consumer Behaviour.

      4. The External Environment.

      5. Positioning.

      6. The Product or Service.

      7. New Products.

      8. Pricing.

      9. Distribution.

      10. Advertising.

      11. Promotion.

      12. Selling and Sales Management.

      13. Meetings.

      14. International Marketing.

      15. Marketing Planning.

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