The Fundamentals and Practice of Marketing (Marketing Series: Student) - Softcover

Wilmshurst, John

Softcover

ISBN 10: 0750609974 ISBN 13: 9780750609975

Verlag: Butterworth-Heinemann Ltd, 1995

Inhaltsangabe

Written for the Fundamentals of Marketing and Practice of Marketing papers of the CIM Certificate Examination, this book sets out the basic principles of marketing and their application to modern business practice.

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Reseña del editor

Now established as the standard introductory text, the third edition of this popular book has been thoroughly revised to give greater emphasis to the dynamic nature of effective marketing management.
Extracts from the reviews: `Wilmshurst's writing is admirably readable, practical and, thankfully, avoids too pretentious an academic style. He is able, in the book, to link the fundamentals and practice of marketing succinctly.' Marketing `Gives a precision and order to the subject which students will welcome.' Advertising and Marketing
The 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 practical value with its straightforward presentation of marketing ideas and practices. The author tackles the following key areas with a lucid and logical approach: *the marketing concept *gathering the facts *the marketing mix *price, distribution and promotion
aspects *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. Business studies students taking HND and GNVQ courses will also find its contents applicable to them. John Wilmshurst is a former Senior Examiner for the CIM and Chief Examiner for the International Advertising Association. He is one of the UK's leading marketing educators and consultants.

Biografía del autor

Currently freelance consultant and visiting lecturer on post-graduate programmes University of Greenwich. Extensive international consultancy and lecturing experience - in Europe, Africa, South America and the Far East. Author of the best-selling The Fundamentals and Practice of Marketing, The Fundamentals of Advertising and Below the Line Promition. Currently lecturing on MA Marketing and DMS programmes for the University of Greenwich.

Details zur Ausgabe

• Verlag: Butterworth-Heinemann Ltd
• Erscheinungsdatum: 1995
• Sprache: Englisch
• ISBN 10: 0750609974
• ISBN 13: 9780750609975
• Einband: Tapa blanda
• Anzahl der Seiten: 324
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar