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Item Details
| Title:
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PRINCIPLES OF MARKETING
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| By: |
Geoffrey Randall |
| Format: |
Paperback |
| List price:
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£26.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
1861526687 |
| ISBN 13: |
9781861526687 |
| Publisher: |
CENGAGE LEARNING EMEA |
| Pub. date: |
21 June, 2001 |
| Edition: |
2nd Revised edition |
| Series: |
Principles of Management |
| Pages: |
384 |
| Synopsis: |
This is the second edition of Randall's concise introductory text for general marketing courses, combining academic rigour with an accessible writing style. While providing a comprehensive overview of 'classical' marketing, the book also covers 'new' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics. With new chapters on e-commerce and branding, there is also additional material on marketing ethics/social responsibility, knowledge management and technical developments, environmental marketing, and a focus on financial marketing in the services marketing chapter. |
| Illustrations: |
illustrations |
| Publication: |
UK |
| Imprint: |
Cengage Learning EMEA |
| Returns: |
Non-returnable |
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