Fundamentals And Practice Of Marketing 3rd/ed

Now established as the standard introductory text, the third edition of the book has been thoroughly revised and updated to give greater emphasis on the dynamic nature of effective marketing management. The new syllabus requirements of the chartered institute of Marketing are fully covered and a number of short case histories are included. Students, as well as general readers, will find it of great value with its straightforward presentation of marketing ideas and practices. The author tackles the following key areas: - The marketing concepts - Gathering the facts - The marketing mix - Price, distribution and promotion - Marketing management function - Marketing research - Personal selling - Advertising and sales promotion - International marketing - Marketing planning Any student of the Chartered Institute of Marketing Foundation Certificate and the CAM certificate will find this text essential as will business studies students taking HND and GNVQ course