This fourth edition has taken a fresh look at one of the most popular British marketing texts. It provides the student and practitioner with a route map through the subject to enhance their understanding of both the fundamentals of marketing – to build a workable plan – and the practice of communicating with and delivering to the market. The same fine components of the third edition remain but the content has been completely revised, extended, and updated. Moreover, the structure of the book has been reworked to guide the busy practitioner, enquiring student and thoughtful tutor through the text giving easy access to the whole subject of marketing in the twenty-first century.
The Fundamentals and Practice of Marketing FOURTH Edition.