Paperback(2nd ed. 2003)

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Product Details

ISBN-13: 9780333987896
Publisher: Macmillan Education UK
Publication date: 03/04/2004
Edition description: 2nd ed. 2003
Pages: 448
Product dimensions: 6.14(w) x 9.21(h) x 0.04(d)

About the Author

GEOFF LANCASTER is Professor of Marketing at the University of North London Business School, and Chairman of Durham Associates

PAUL REYNOLDS is a Senior lecturer in Marketing at the University of Huddersfield

Table of Contents

Development of the Marketing Concept.- Marketing and the Organization's Micro and Macro-environments.- Customers and Marketing.- Buyer Behaviour.- Marketing Information Systems and Forecasting.- Marketing Research.- Products and Services.- Pricing.- Channels of Distribution.- Logistics Management.- Managing Selling.- Above and Below-the-line Promotion.- Public Relations.- International Marketing.- Marketing Planning.- Marketing and the Use of Internet Technology.- Customer Relationship Management.

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'This book is an excellent introductory marketing text. Not only are all of the conventional basics concisely explained, but also the level of detailed theory coverage is remarkably good...There are many up-to-date vignettes to illustrate contemporary marketing practice and the many e-examples give a real flavour of marketing practice today.' - Charles Dennis, School of Business and Management, Brunel University

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