Marketing: The Enyclopedic Dictionary / Edition 1

by David Mercer

Overview

Marketing is an international textbook designed for undergraduates and MBA courses. In addition to providing comprehensive coverage of all traditional marketing topics, it also covers applications and issues within the service and non-profit sectors, together with new developments in marketing theory and practice.

Key book features:

• Offers the reader a highly practical reference guide.
• Gives an authoritative and comprehensive overview of the whole field of marketing.
• Provides extensive cross-referencing enabling easy reference from one entry to another.
• Developed over the past half decade with contributions from marketing experts and organizations.

Product Details

ISBN-13:	9780631211266
Publisher:	Wiley
Publication date:	03/22/1999
Edition description:	Revised ed.
Pages:	432
Product dimensions:	6.76(w) x 9.69(h) x 1.02(d)

About the Author

David Mercer is Senior Lecturer in marketing with The Open University Business School, Europe's largest business school where he chairs the team responsible for the marketing element of the MBA programme. He is author of the successful textbook Marketing, Second Edition and co-author of Marketing Management, both published by Blackwell.

Table of Contents

1. Introduction.

2. Marketing Research.

3. Consumer Behaviour.

4. The External Environment.

5. Positioning.

6. The Product or Service.

7. New Products.

8. Pricing.

9. Distribution.

10. Advertising.

11. Promotion.

12. Selling and Sales Management.

13. Meetings.

14. International Marketing.

15. Marketing Planning.