Marketing The One Semester Introduction

-- Designed for those taking a first course in marketing and focusing on the needs of the business student
-- Coverage that is authoritative but does not include the mass of extra theory that is not of interest
-- Provides an international view that takes the reader to the heart of contemporary global marketing issues.

'Marketing: The One Semester Introduction' is written by two of the most experienced and respected authors of the subject and is ideal for those undertaking a one semester or short course. The text is based on vast teaching experience and wide classroom testing through use in a range of programs.

Theory and information are presented at just the right depth to allow rapid and high quality learning for all business and marketing students.

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.

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

Geoff Lancaster, Paul Reynolds