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Auteur
: Marilyn A.
Stone,John Desmond Edition
:Routlege Pages: 505 Format: pdf
Fundamentals of Marketing
provides a sound appreciation of the fundamentals
of the theory and practice of marketing. Using case studies drawn from a
cross section of sectors, in particular the banking, hospitality, retail and
public service sectors this textbook critically evaluates the effectiveness of
different marketing strategies and approaches. Exploring the principles of
marketing this volume engages the reader, not only in theory but also in
practice, using a broad range of real-life case studies such as Coca Cola,
Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand
wool.
The text analyzes the marketing mix product development, pricing, promotion (and
communications marketing) and place (channels of distribution). It
also emphasizes the role of Marketing Information Systems (MIS) using
internal reporting, marketing intelligence and marketing research including the
contribution from marketing research agencies and reviews the role of
technology, e-commerce and the Internet in supporting successful marketing.
Featuring a support website that provides
student and lecturer resources, Fundamentals of Marketing
conveys the main principles of marketing in a challenging yet accessible manner
and provides the reader with insights into the workings of marketing today.
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