Marketing / Edition 2

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Overview

Since it was published, Marketing has established itself as a first choice text for marketing undergraduates, MBA students and those taking professional examinations. Marketing is exceptionally easy to use, is comprehensive, international, up-to-date and innovative. It represents a significant breakthrough in the teaching of marketing and is one of the key texts of the discipline.
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Product Details

  • ISBN-13: 9780631196389
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 2/13/1996
  • Edition description: Revised
  • Edition number: 2
  • Pages: 576
  • Product dimensions: 9.69 (w) x 7.44 (h) x 1.17 (d)

Meet the Author

David Mercer is a senior lecturer at the Open Business School. He has chaired the university's marketing courses at all levels, from certificate to MBA - where this book is, for instance, used as the set book on the foundation course. His previous career included FMCG brand and marketing management for a range of multinationals, including 15 years with IBM, as well as general management in manufacturing and retail organisations. More recently he has also been advising organisations and governments, at home and abroad, on strategy as well as marketing.
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Table of Contents

Acknowledgements
Copyright Acknowledgements
1 Introduction 1
2 The Customer 49
3 Marketing Research and Information 81
4 Market Positioning and Segmentation 124
5 Product or Service Decisions 164
6 New Products 205
7 Pricing Decisions 239
8 Distribution Decisions 283
9 Advertising 307
10 Other Forms of Promotion 361
11 Selling and Sales Management 401
12 International Marketing 420
13 The External Environment 455
14 Marketing Planning 499
Index 545
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