Overview

Are you about to undertake a one semester or short course in marketing? If so, 'Marketing: The One Semester Introduction' is the book for you! Written by two of the most experienced and respected authors of the subject in the UK, it is specifically designed for those wanting a rapid and thorough introduction to marketing. This book: · is based on vast teaching experience and classroom testing to ensure that it precisely meets the needs of the business studies or modular marketing student · provides authoritative coverage of the subject, yet avoids becoming entangled in a mass of extra theory that may prove unhelpful for preliminary study · has an international viewpoint that guides the reader to the very heart of contemporary global marketing issues 'Marketing: The One Semester Introduction' provides exactly the right amount of theory and information to ensure rapid and high quality learning. With its succinct and clear style, the book represents an indispensable starting point for students of business studies and marketing.

Full Product Details

Author:   Paul Reynolds ,  Geoff Lancaste
Publisher:   Taylor & Francis Ltd
Imprint:   Butterworth-Heinemann Ltd
Dimensions:   Width: 17.80cm , Height: 2.20cm , Length: 25.40cm
Weight:   0.830kg
ISBN:  

9780750643818

ISBN 10:   0750643811
Pages:   448
Publication Date:   12 October 2001
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   Out of stock  
The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available.

Table of Contents

Introduction to marketing; The marketing-orientated organisation;The marketing environment; The functions of marketing; Market segmentation, targeting and positioning of marketing; Buyer behaviour; Marketing communications I; Marketing communications II - personal selling; Channels of distribution; Physical distribution management; Pricing; Product policy; Marketing research; Sales forecasting; International marketing; International marketing; Societal marketing; Marketing strategy, planning and control; The use of Internet technology in marketing; Customer care and customer relationship management

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Author Information

Geoff Lancaster is Chairman of the Durham Associates Group of Companies which is headquartered at Caste Eden, Co-Durham with offices in Bahrain, Oman, Dubai, Saudi Arabia, Zambia and Zimbabwe. The company is in corporate communications and also manages higher degree programmes overseas for two UK universities. He has written approximately 25 marketing textbooks plus more than 100 academic refereed journal and conference papers. He was senior examiner to the Chartered Institute of Marketing for approximately 15 years and was their senior academic adviser from 1994-1998.

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