Marketing / David S. Mercer.

By:

Mercer, David (David Steuart)

Material type: Text

TextAnalytics: Show analyticsPublication details: Oxford [England] ; Cambridge, Mass. : Blackwell Business, 1996.Edition: 2nd edDescription: xvi, 560 p. : ill. ; 25 cmISBN:

0631196382 (pbk. : alk. paper)
9780631196389 (pbk. : alk. paper)

Subject(s):

DDC classification:

658.8 MER

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Standard Loan	Moylish Library Main Collection	658.8 MER (Browse shelf(Opens below))	1	Available		39002100368324

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Enhanced descriptions from Syndetics:

Since it was published, Marketing 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.

Includes bibliographical references and index.

Table of contents provided by Syndetics

1 Introduction
2 Marketing Research
3 Consumer Behaviour
4 The External Environment
5 Positioning
6 The Product or Service
7 New Products
8 Pricing
9 Distribution
10 Advertising
11 Promotion
12 Selling and Sales Management
13 Meetings
14 International Marketing
15 Marketing Planning

Author notes provided by Syndetics

David Mercer 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.