Gail Stein “Fundamentals and Practice of Marketing”
Butterworth-Heinemann | 2002-07-15 | ISBN: 075065449X | 352 pages | PDF | 4,6 Mb
The fourth edition of this seminal text retains the clarity and simplicity of its predecessors in communicating the basic themes and principles of contemporary marketing.
‘The Fundamentals and Practice of Marketing’ has been substantially revised to take into account recent developments in the field - most particularly the changes wrought by new technology. It now follows a new structure and includes:
* New chapters on: direct marketing, public relations; integrated marketing planning; wholesale and retail operations; relationship marketing;
* Material on: services marketing, e-commerce, ethics and social responsibility, B2B marketing and external marketing environment
* A range of new examples
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