| Description |
1 online resource (viii, 261 pages) : illustrations |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Marketing explained -- Functions of marketing -- Consumer and organisational buyer behaviour -- Advertising, promotion and public relations -- Selling and management -- Direct marketing -- Customer relationship management -- Pricing -- Channels and logistics -- Product -- Marketing information systems -- Broader issues in marketing -- Marketing strategy, planning and control. |
| Summary |
Marketing Made Simple is an introductory text offering an overview of all basic marketing concepts and techniques. The book covers the latest developments in marketing thinking and practice, including hot topics such as Customer Relationship Management (CRM) and business-to-business marketing. Packed with examples and vignettes, it offers a clear-sighted starting point of value to students, practitioners and those wishing to gain a better insight into the subject of marketing. |
| Subject |
Marketing.
|
|
Marketing -- Case studies.
|
|
Marketing. |
|
Marketing -- Études de cas. |
|
marketing. |
|
Marketing |
| Genre |
Case studies
|
| Added Author |
Reynolds, Paul (Paul Lewis)
|
| Other Form: |
Print version: Lancaster, Geoffrey, 1938- Marketing made simple. Oxford : Made Simple, 2002 075064771X 9780750647717 (OCoLC)49539092 |
| ISBN |
9780080524948 (electronic bk.) |
|
008052494X (electronic bk.) |
|
9781136432866 |
|
1136432868 |
|
9781136432873 (e-book ; PDF) |
|
1136432876 |
|
9781136432828 (e-book ; Mobi) |
|
1136432825 |
|
More Resources