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Fundamentals and Practice of MarketingContentsPreface to the fourth editionixPart 1The Fundamentals of Marketing – Preparing1What marketing is all about32The changing climate of marketing263Making changes and innovations414Market and marketing research725The right mixture and the vital spark106Part 2 – Section AThe Practice of Marketing – Communications6The strategic operational plan1237The message and the medium1518The practice of direct marketing1659The practice of advertising18510The practice of sales promotion20711The practice of direct sales operations22812The practice of e-commerce24013The practice of pricing26514Integrated marketing planning284Part 2 – Section BThe Practice of Marketing – Delivery15Getting the goods to the customers30316How selling is managed31717The retail scene33018Customer relationship marketing34519The customer satisfied, today and tomorrow357Index373 PrefaceThe Fundamentals and Practice of Marketing MapThis 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 structu
