by John Wilmshurst · William Heinemann · tapa blanda · ISBN 9780434923311
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«Fundamentals and Practice of Marketing» is John Wilmshurst's marketing manual, published by William Heinemann in paperback (239 pages, in English).
The book sets out the basic principles of contemporary marketing and its practice, with attention to technological changes. It covers direct marketing, public relations, integrated planning, wholesale and retail operations, relationship marketing, services, e-commerce, ethics, social responsibility, B2B marketing and the external environment.
Second edition published in 1984, in the Marketing Series of the Chartered Institute of Marketing (CIM).
Intended as a study text for marketing students and for those new to the discipline.
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