The Fundamentals and Practice of Marketing

Detail information of 'The Fundamentals and Practice of Marketing'
	Title: The Fundamentals and Practice of Marketing Author: JOHN WILMSHURST, ADRIAN MACKAY Publisher: Butterworth-Heinemann Category: Business Studies Subject: Marketing Viewed: 76 Posted: Wednesday, May-14-2008, 10:58:55 PM Post by: (Hasan Rudro)
The Fundamentals and Practice of Marketing Map This fourth edition has taken a fresh look at one of the most popular British marketing texts. It provides the student and practitioner with a route map through the subject to enhance their understanding of both the fundamentals of marketing – to build a workable plan – and the practice of communicating with and delivering to the market. The same fine components of the third edition remain but the content has been completely revised, extended, and updated. Moreover, the structure of the book has been reworked to guide the busy practitioner, enquiring student and thoughtful tutor through the text giving easy access to the whole subject of marketing in the twenty-first century. Part 1 deals with the fundamentals of preparing to go to market. So, since marketing starts with the customer, so does the reader! Chapter 1 gives a foundation in what marketing really is from the customer viewpoint. Recognizing that tracking the changes in the market place (Chapter 2) is essential in order that the organization makes the necessary changes (Chapter 3) to provide satisfactions to the needs, wants and desires of customers, Chapter 4 focuses on the fundamentals and practice of market research. Chapters 2, 3, and 4 are brought together into a product and service plan in Chapter 5. Having gained an understanding of the fundamentals of getting ready to market, Part 2 deals comprehensively with the practice of marketing and is divided into two sections. Section ‘A’ looks at the wide gamut of marketing communication techniques. However, rather than going slipshod over a selection of activities, the reader is first given a clear and practical guide to devising communications as part of a strategic operational plan (Chapter 6) to guide the hand of the enthusiastic practitioner. Chapters 7 through 13 cover communication techniques and have been completely updated and revised from the third edition with the addition of a new chapter on e-commerce. With recent examples to illustrate the practice, there is much to engage the reader in discovering many of the how to’s of the business of marketing communications; and rather than leave the reader with a bundle of disparate activities, the section concludes with Chapter 14 showing how to integrate marketing communications. click here to download the book