Effective Marketing : Principles and Practice

This book is written for those studying marketing for the first time either at degree level or for a professional qualification. It directly addresses the syllabuses for CIPS marketing, CIM marketing fundamentals and CIMA marketing.
The principles of marketing are explained clearly and concisely. The academic theory is backed up by practical examples from successful companies and products. Each chapter includes a recap, discussion questions, and a summary of key terms to guide the reader through the jargon that many students may find baffling.
The author discusses topical and current issues, with sections on IT, e-commerce, direct marketing, and relationships marketing, all areas which are growing in significance. While other books may concentrate on buying and pricing in consumer markets, Effective Marketing deals equally with business markets.