The Fundamentals and Practice of Marketing

Now established as the standard introductory text, the third edition of this popular book has been thoroughly revised to give greater emphasis to the dynamic nature of effective marketing management. Extracts from the reviews: `Wilmshurst's writing is admirably readable, practical and, thankfully, avoids too pretentious an academic style. He is able, in the book, to link the fundamentals and practice of marketing succinctly.' Marketing `Gives a precision and order to the subject which students will welcome.' Advertising and Marketing The syllabus requirements of the Chartered Institute of Marketing are fully covered and a number of short case histories are included. Students, as well as general readers, will find it of great practical value with its straightforward presentation of marketing ideas and practices. The author tackles the following key areas with a lucid and logical approach: *the marketing concept *gathering the facts *the marketing mix *price, distribution and promotion aspects *marketing management function *marketing research *personal selling *advertising and sales promotion *international marketing *marketing planning. Any student of the Chartered Institute of Marketing Foundation Certificate and the CAM Certificate will find this text essential. Business studies students taking HND and GNVQ courses will also find its contents applicable to them. John Wilmshurst is a former Senior Examiner for the CIM and Chief Examiner for the International Advertising Association. He is one of the UK's leading marketing educators and consultants.