{"product_id":"marketing-isbn-9780631196389","title":"Marketing","description":"Since it was published, \u003ci\u003eMarketing\u003c\/i\u003e has established itself as a first choice text for marketing undergraduates, MBA students and those taking professional examinations. Marketing is exceptionally easy to use, is comprehensive, international, up-to-date and innovative. It represents a significant breakthrough in the teaching of marketing and is one of the key texts of the discipline.  Acknowledgement. \u003cp\u003e1. Introduction.\u003c\/p\u003e \u003cp\u003e2. The Customer.\u003c\/p\u003e \u003cp\u003e3. Marketing Research and Information.\u003c\/p\u003e \u003cp\u003e4. Market Positioning and Segmentation.\u003c\/p\u003e \u003cp\u003e5. Product or Service Decisions.\u003c\/p\u003e \u003cp\u003e6. New Products.\u003c\/p\u003e \u003cp\u003e7. Pricing Decisions.\u003c\/p\u003e \u003cp\u003e8. Distribution Decisions.\u003c\/p\u003e \u003cp\u003e9. Advertising.\u003c\/p\u003e \u003cp\u003e10. Other Forms of Promotion.\u003c\/p\u003e \u003cp\u003e11. Selling and Sales Management.\u003c\/p\u003e \u003cp\u003e12. International Marketing.\u003c\/p\u003e \u003cp\u003e13. The External Environment.\u003c\/p\u003e \u003cp\u003e14. Marketing Planning.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e \u003cb\u003eDavid Mercer\u003c\/b\u003e is a senior lecturer at the Open Business School. He has chaired the university's marketing courses at all levels, from certificate to MBA - where this book is, for instance, used as the set book on the foundation course. His previous career included FMCG brand and marketing management for a range of multinationals, including 15 years with IBM, as well as general management in manufacturing and retail organisations. More recently he has also been advising organisations and governments, at home and abroad, on strategy as well as marketing.  The second edition of this widely adopted text is a complete guide to the entire discipline of marketing, including the latest developments in areas such as:\u003cbr\u003e \u003cul\u003e \u003cli style=\"list-style: none\"\u003e\n\u003cbr\u003e \u003c\/li\u003e \u003cli\u003eCategory management.\u003c\/li\u003e \u003cli style=\"list-style: none\"\u003e\n\u003cbr\u003e \u003c\/li\u003e \u003cli\u003eDatabase marketing.\u003c\/li\u003e \u003cli style=\"list-style: none\"\u003e\n\u003cbr\u003e \u003c\/li\u003e \u003cli\u003eLoyalty Schemes.\u003c\/li\u003e \u003cli style=\"list-style: none\"\u003e\n\u003cbr\u003e \u003c\/li\u003e \u003cli\u003eMarketing investment.\u003c\/li\u003e \u003cli style=\"list-style: none\"\u003e\n\u003cbr\u003e \u003c\/li\u003e \u003cli\u003eRelationship marketing.\u003c\/li\u003e \u003c\/ul\u003e \u003cbr\u003e \u003cp\u003eThe structure has been simplified so that the length of time to study all the material in the book has now been reduced by a quarter. The text is clearly structured in a modular fashion so that only the material needed for the specific course being studied need be referred to. The emphasis is on learning, rather than on reading, using well-tried distance learning techniques.\u003cbr\u003e Competitively prices, \u003ci\u003eMarketing\u003c\/i\u003e is designed as a first choice text for marketing undergraduates, MBA students and those taking professional examinations.\u003c\/p\u003e","brand":"Wiley-Blackwell","offers":[{"title":"Default Title","offer_id":47989575483621,"sku":"NP9780631196389","price":91.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780631196389.jpg?v=1761784661","url":"https:\/\/k12savings.com\/products\/marketing-isbn-9780631196389","provider":"K12savings","version":"1.0","type":"link"}