Enhanced descriptions from Syndetics:

Longman Modular Texts in Business and Economics are a series of textbooks designed to meet the needs of today's hard-pressed students and lecturers. Each book offers a lively, accessible and authoritative introduction to the core subjects taught on business and management degrees.Effective marketing is key to the success of any organisation, whether it is a car manufacturer, an insurance company or a charity. It involves a broad range of activities aimed at finding out what people want and then delivering it to them in a way which achieves organisational objectivesMarketing, second edition, provides concise yet comprehensive coverage of both theory and practice to introduce students to the fundamental principles of this important and exciting subject. Using exercises, case studies and examples featuring well known brands and organisations, Marketing gives the reader an understanding of how marketing theories are relevant and important to all our lives.Marketing, second edition contains: ? Increased focus on putting marketing theory into practice.? Enhanced coverage of recent developments in services and relationship marketing, as well as marketing ethics.? Key learning objectives f

Table of contents provided by Syndetics

• Introduction to Marketing
• Marketing in the Real World
• The Marketing Environment
• Buyer Behaviour
• Marketing Research
• Target Marketing
• Product
• New Product Development
• Price
• Distribution
• Promotion: Advertising and Direct Marketing
• Promotion: Selling, Sales Promotion and Public Relations
• International Marketing
• Strategic Marketing Management