Marketing : principles and practice / Dennis Adcock, Al Halborg, Caroline Ross.
Material type:
TextPublication details: Harlow : Financial Times Prentice Hall, 2001Edition: 4th editionDescription: xiii, 534 p., [8] p. of plates : col. illISBN: 9781405870221 (ebook)Subject(s): Marketing | Marketing -- Management | Business and Management | Sales & marketingGenre/Form: Online access: click to view 400 credits Also available in printed form ISBN 9780273646778Summary: Now revised and updated, this text offers undergraduate students an introduction to the world of marketing. The fourth edition includes new material on areas such as e-commerce, the Internet and relationship marketing. Building on the enormous success of previous editions, this best-selling text has been updated and revised, and continues to provide an up-to-date and student-friendly introduction to marketing. Marketing principles are explained in the context of organisations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasising the practical aspects of the subject as well as the concepts.
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Previous ed.: London: Financial Times Pitman, 1998.
Includes index.
Now revised and updated, this text offers undergraduate students an introduction to the world of marketing. The fourth edition includes new material on areas such as e-commerce, the Internet and relationship marketing. Building on the enormous success of previous editions, this best-selling text has been updated and revised, and continues to provide an up-to-date and student-friendly introduction to marketing. Marketing principles are explained in the context of organisations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasising the practical aspects of the subject as well as the concepts.
Also available in printed form ISBN 9780273646778
Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
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