The fundamentals and practice of marketing

"Published on behalf of the Institute of Marketing and the CAM Foundation."

"Originally Published by Butterworth-Heinemann, in 1995. "

Part 1 The fundamentals of marketing: what marketing is all about; gathering facts for marketing; the right mixture and the vital spark; the ever-changing product; the search for new products; where price comes in; getting the goods to the customers; the message and the medium; where the marketing department comes in; the changing climate of marketing. Part 2 The practice of marketing: what marketing research can do; how marketing research works; how personal selling works; how selling is managed; what advertising and sales promotion can do; how the advertising business works; how sales promotion works; how international marketing works; how marketing planning works.

Written for the Fundamentals of Marketing and Practice of Marketing papers of the CIM Certificate Examination, this book sets out the basic principles of marketing and their application to modern business practice.