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Principles of Marketing
Principles of Marketing
paperback
Published:
1 August, 2000
paperback
Published:
1 August, 2000
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Description
This text provides an introduction to the principles of marketing, beginning from the underlying theoretical bases which are often borrowed from the disciplines of economics, sociology, and psychology. Practical application of theory is provided through case studies and vignettes. The book tries not to present prescriptive solutions to marketing problems, but encourages debate about causes and effects. Underlying much of the discussion in this book is the question of whether marketing should be considered a science or an art. In addition to chapters covering the traditional elements of the marketing mix, the book provides insights into issues of contemporary concern in marketing. A chapter is devoted to discussion of the social responsibility of marketing. The growing importance of direct marketing and the role of electronic commerce is reflected in a separate chapter. The role of information management is emphasized throughout the book. There is a separate chapter on the marketing of services, although throughout the text an attempt has been made to provide services examples, which reflect their relative importance in western economics.
More Details
| Type | Book |
|---|---|
| ISBN13 | 9780198775515 |
| ISBN10 | 0198775512 |
| Number Of Pages | 664 |
| Item Weight | 1000 g |
| Publisher / Reseller | Oxford University Press |
| Format | paperback |
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Media Reviews
"I have been impressed...I have also been busy looking at the tutor support material - these are first class. I do intend to talk to staff positively regarding these resources. Well done and thank you!", Heather O'Neill, North Down and Ards Institute of Further Education I like the fact that this text discusses the issues balanced with a useful up-to-date reading list for the keener student. Also of merit is the fact that service products are interwoven throughout the text. Dr J. Clark, School of Business, Oxford Brookes University