Fundamentals of Marketing
Fundamentals of Marketing
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Summary
Offers coverage of the managerial approach to marketing fundamentals. This work covers current issues, such as international, ethics and environmental marketing, within a managerial perspective. It also covers various components of marketing strategy such as promotion and price.
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Fundamentals of Marketing by William J Stanton
The tenth edition remains a solid, consistent, reader-friendly book which stresses the importance and necessity of a customer-oriented approach. Every chapter is replete with international and ethical references, as well as managerial perspectives - and environmental marketing issues are covered periodically. The tenth edition is two chapters shorter than the last edition, so as to allow more time to cover it in its entirety. Eight of the 22 chapters have been extensively rewritten and all chapters have been updated. Each chapter is now framed by a short case involving a brand-name company: the case introduces the chapter, then closes the chapter with a follow-up. New "You Make the Decision" boxes invite students to grapple with managerial challenges real marketers are facing and new "A Commitment to ..." boxes emphasize the necessity for commitment to the environment, to customer satisfaction, or to quality. Two "Hands-on Marketing" exercises requiring library and/or field research have been added to the end of each chapter.| SKU | Unavailable |
| ISBN 13 | 9780071136709 |
| ISBN 10 | 0071136703 |
| Title | Fundamentals of Marketing |
| Author | William J Stanton |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | McGraw-Hill Education - Europe |
| Year published | 1993-11-01 |
| Number of pages | 736 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |