Fundamentals Of Modern Marketing

The fourth edition of this seminal text retains the clarity and simplicity of its predecessors in communicating the basic themes and principles of contemporary marketing. 'The Fundamentals and Practice of Marketing' has been substantially revised to take into account recent developments in the field - most particularly the changes wrought by new technology. It now follows a new structure and includes: * New chapters on: direct marketing, public relations; integrated marketing planning; wholesale and retail operations; relationship marketing; * Material on: services marketing, e-commerce, ethics and social responsibility, B2B marketing and external marketing environment * A range of new examples The book is accompanied by online resources for tutors which include: guidance notes on teaching methods for each chapter, case studies with suggested solutions and approaches, questions for discussion, and OHP masters.

Publisher Description

Are you ready to unlock the secrets of modern marketing? If so, then this book is for you. Marketing Mastery: Unlocking the Secrets of Modern Marketing is an essential guide for anyone looking to gain a comprehensive understanding of the modern marketing landscape. This book provides an in-depth look at the strategies, tactics, and tools used by today's top marketers. It covers everything from the basics of digital marketing to the latest trends in social media and content marketing. It also provides practical advice on how to create effective campaigns and measure their success. Whether you're a beginner or an experienced marketer, this book will help you gain the knowledge and skills you need to succeed in today's competitive marketing environment. With its comprehensive coverage and easy-to-follow instructions, you'll be able to quickly master the fundamentals of modern marketing and start achieving your goals. So, if you're ready to take your marketing skills to the next level, then this book is for you. Unlock the secrets of modern marketing and start achieving success today.

Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning, and management. The application of social media and mobile communications is seamlessly integrated into the topics. Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing. To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html