Marketing Principles & Practice

This new edition of this enormously successful text has been extensively updated and revised and is now even more student friendly and up-to-date. 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. New to this edition of Marketing: Principles and Practice: · 75% of case material replaced · Information technology issues integrated throughout · New chapter on electronic and internet marketing · More coverage of organisational marketing · Easier to follow structure · Web references · Full supplements package The straightforward approach and balanced treatment of topics makes the book ideal for those who need to gain a thorough understanding of the fundamentals of marketing. Dennis Adcock is a Principal Lecturer in Marketing Business Policy at Coventry Business School, Coventry University. He lectures both at undergraduate and postgraduate levels. Al Halborg is a Principal Lecturer in Marketing and Director of the MBA programme at Coventry Business School, Coventry University. He is also involved in research, consultancy and short course development. Caroline Ross is a Senior Teaching Fellow in Strategic Marketing at the Warwick Manufacturing Group, University of Warwick. Caroline has designed and delivered many training programmes overseas both in strategic marketing and small business management.Adcock, Dennis is the author of 'Marketing Principles & Practice ', published 2001 under ISBN 9780273646778 and ISBN 027364677X.