Principles of Marketing = PRINCIPLES OF MARKETING (Second Edition)

Author: Randall
Publisher:
Publish Date: 2004-03-01
Features: This update second edition features:
New sections on e-commerce, 'new' marketing, marketing ethics, and technical developments such as data warehousing and data mining
Updated and expanded references to help the reader explore further
A new design and clear layout
Incorporation of learning objectives
Additional web material at www.thomsonlearning.co.uk
What is marketing in the 21st century really about? How do you analyze markets and competitors, position your brand, and build a strategic marketing plan? How do you apply marketing techniques to consumer, industrial, services, and business-to-business markets? The answers to these questions and more can be found in Principles of Marketing, now in its second edition. This concise text offers a thoroughly readable, up-to-date analysis of marketing in practice. Using a wide selection of examples, Geoffrey Randall relates the central principles of marketing to the practice of management, covering marketing information, research, segmentation, product markets, and showing how these elements can be drawn together in the development and implementation of corporate strategy and explaining the actual decisions that managers have to make.