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Contemporary Issues in Marketing Martin Evans

Contemporary Issues in Marketing By Martin Evans

Contemporary Issues in Marketing by Martin Evans

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$58.99
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Summary

This text provides an innovative approach to learning about key marketing concepts based on a collaboration with "Marketing Week". The book offers an overview of the main elements of marketing together with the key issues in contemporary marketing.

Contemporary Issues in Marketing Summary

Contemporary Issues in Marketing by Martin Evans

Contemporary Issues in Marketing provides an innovative approach to learning about key marketing concepts based on a collaboration with Marketing Week.

This book provides an overview of the main elements of marketing together with the key issues in contemporary marketing, explored through the reproduction of significant clippings from Marketing Week. Questions on these clippings can be used as assignments and seminar topics, whilst answers and possible 'problem solving' approaches are suggested.

Contemporary Issues in Marketing Reviews

'Excellent concept for a book. I intend to use a number of the articles as seminar material. Length of articles is ideal for one-hour seminars.' - Ruth Murphy, University of North London 'This is a really interesting; up-to-date publication. It enlightened me, and I have already quoted it in my work in publications! I have no hesitation in recommending this book to my colleagues for course adoption.' - Patrick McCole, University of Ulster 'Excellent coverage of current key issues and well illustrated with examples.' - J.W. Cross, Southampton Institute 'This is an excellent text for students to use to gain an insight into the practical application of marketing theory.' - P Cowell, University College, Warrington 'Nice readable articles, well presented and up-to-date.' - E Gilhooly, University of Wales, Cardiff

About Martin Evans

MARTIN EVANS is Professor of Marketing at the University of the West of England, Bristol.

LUIZ MOUTINHO is Professor of Marketing, Glasgow Business School, University of Glasgow.

Table of Contents

Consumer Behaviour.- Loyalty Marketing.- Database Marketing.- Marketing Research.- Business-to-Business Marketing.- Market Segmentation and Product Positioning.- Pricing.- Advertising.- Sales Promotion.- Direct Marketing.- Relationship Marketing.- Channel Management and Distribution.- Marketing Strategy.- Global and International Marketing.

Additional information

NPB9780333677742
9780333677742
0333677749
Contemporary Issues in Marketing by Martin Evans
Martin Evans
New
Paperback
Palgrave Macmillan
1999-06-01
240
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a new book - be the first to read this copy. With untouched pages and a perfect binding, your brand new copy is ready to be opened for the first time

Customer Reviews - Contemporary Issues in Marketing