The marketing book
Author(s)
Bibliographic Information
The marketing book
（The Marketing series）
Butterworth-Heinemann, 1994
3rd ed
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Note
Includes bibliographical references
"Published on behalf of the Chartered Institute of Marketing"
Description and Table of Contents
Description
This third edition has been extensively revised, updated and extended. In addition to the original chapters, a number of completely new chapters have been added. The book is divided into four sections. Part 1 gives particular attention to the contribution of marketing to corporate success and the factors which distinguish marketing oriented companies and underpin their above average performance. Part 2 reviews the conceptual underpinnings of corporate practice - economic, behavioural, sociological psychological - and the techniques available to translate concepts into practice. Part 3 opens with an evaluation of the concept of the marketing mix and its main constituent elements, addressing the problems inherent in uniting these into unique and distinctive combinations. Finally, part 4 evaluates the application of marketing in a variety of contexts and situations and concludes with a considered review of the current and future potential for marketing theory and practice.
by "Nielsen BookData"
