| Record ID | marc_columbia/Columbia-extract-20221130-030.mrc:76115672:4208 |
| Source | marc_columbia |
| Download Link | /show-records/marc_columbia/Columbia-extract-20221130-030.mrc:76115672:4208?format=raw |
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001 14702517
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006 m o d
007 cr cn|||||||||
008 030731s2002 enka ob 001 0 eng
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072 7 $aBUS$x043000$2bisacsh
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049 $aZCUA
100 1 $aWilmshurst, John.
245 14 $aThe fundamentals and practice of marketing /$cJohn Wilmshurst, Adrian Mackay.
250 $a4th ed.
260 $aOxford ;$aBoston :$bButterworth-Heinemann,$c2002.
300 $a1 online resource (viii, 376 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
504 $aIncludes bibliographical references and index.
588 0 $aPrint version record.
505 0 $aWhat marketing is all about; The changing climate of marketing; The big idea; Market and marketing research; The right mixture and the vital spark; the Strategic operational plan; Direct marketing; Public relations; Advertising; Sales promotion; Direct sales operations; e-Commerce; Where price comes in; Publicity; Integrated marketing planning; Getting the goods to the customers; How selling is managed; How international marketing works; Wholesale and retail operations; Relationship marketing; The customer satisfied, today and tomorrow.
505 0 $apt. 1. The Fundamentals of Marketing -- Preparing -- 1. What marketing is all about -- 2. The changing climate of marketing -- 3. Making changes and innovations -- 4. Market and marketing research -- 5. The right mixture and the vital spark -- pt. 2 -- Sect. A. The Practice of Marketing -- Communications -- 6. The strategic operational plan -- 7. The message and the medium -- 8. The practice of direct marketing -- 9. The practice of advertising -- 10. The practice of sales promotion -- 11. The practice of direct sales operations -- 12. The practice of e-commerce -- 13. The practice of pricing -- 14. Integrated marketing planning -- pt. 2 -- Sect. B. The Practice of Marketing -- Delivery -- 15. Getting the goods to the customers -- 16. How selling is managed -- 17. The retail scene -- 18. Customer relationship marketing -- 19. The customer satisfied, today and tomorrow.
650 0 $aMarketing.
650 2 $aMarketing
650 6 $aMarketing.
650 7 $amarketing.$2aat
650 7 $aBUSINESS & ECONOMICS$xMarketing$xGeneral.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xDistribution.$2bisacsh
650 7 $aMarketing.$2fast$0(OCoLC)fst01010167
655 0 $aElectronic books.
655 4 $aElectronic books.
700 1 $aMackay, Adrian.
776 08 $iPrint version:$aWilmshurst, John.$tFundamentals and practice of marketing.$b4th ed.$dOxford ; Boston : Butterworth-Heinemann, 2002$z075065449X$w(DLC) 2002026236$w(OCoLC)50314445
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio14702517$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS