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Marketing made simple
Author
Title
Marketing made simple / Geoff Lancaster, Paul Reynolds.
ISBN
9780080524948
008052494X
9781136432866
1136432868
075064771X
9780750647717
Published
Oxford : Made Simple, 2002.
Physical Description
1 online resource (viii, 261 pages) : illustrations
Local Notes
Access is available to the Yale community.
Access and use
Access restricted by licensing agreement.
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.
Variant and related titles
O'Reilly Safari. OCLC KB.
Other formats
Print version: Lancaster, Geoffrey, 1938- Marketing made simple. Oxford : Made Simple, 2002
Format
Books / Online
Language
English
Added to Catalog
January 09, 2020
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.
Subjects
Genre/Form
Case studies.
Also listed under
Safari Books Online (Firm)
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