| Description |
viii, 376 pages : illustrations ; 25 cm |
| Contents |
Pt. 1. The Fundamentals of Marketing - Preparing. 1. What marketing is all about. 2. The changing climate of marketing. 3. Making changes and innovations. 4. Market and marketing research. 5. The right mixture and the vital spark -- Pt. 2 - Sect. A. The Practice of Marketing - Communications. 6. The strategic operational plan. 7. The message and the medium. 8. The practice of direct marketing. 9. The practice of advertising. 10. The practice of sales promotion. 11. The practice of direct sales operations. 12. The practice of e-commerce. 13. The practice of pricing. 14. Integrated marketing planning -- Pt. 2 - Sect. B. The Practice of Marketing - Delivery. 15. Getting the goods to the customers. 16. How selling is managed. 17. The retail scene. 18. Customer relationship marketing. 19. The customer satisfied, today and tomorrow |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing.
|
| Author |
Mackay, Adrian.
|
| LC no. |
2002026236 |
| ISBN |
075065449X |
|
