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The fundamentals and practice of marketing

Author: John Wilmshurst; Institute of Marketing.; CAM Foundation.
Publisher: London ; Boston : Butterworth-Heinmann, 1995.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Summary:

Written for the Fundamentals of Marketing and Practice of Marketing papers of the CIM Certificate Examination, this book sets out the basic principles of marketing and their application to modern  Read more...

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Document Type: Book
All Authors / Contributors: John Wilmshurst; Institute of Marketing.; CAM Foundation.
ISBN: 0750609974 9780750609975
OCLC Number: 32924880
Notes: "Published on behalf of the Institute of Marketing and the CAM Foundation."
Description: viii, 324 pages : illustrations ; 24 cm
Contents: Preface to the fourth edition --
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 --
Index.
Responsibility: John Wilmshurst.
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