000			01633cam a2200241 a 4500
020			_a0750609974
020			_a9780750609975
020			_a8176490792
020			_a9788176490795
082	0	0	_a658.8 _bWIL
100	1		_aWilmshurst, John. ;
245	1	4	_aThe fundamentals and practice of marketing
250			_a3rd Edition.
260			_aNew Delhi ; _bVIVA BOOKS , _c1999.
300			_aviii, 324 p. : _billustrations ;
500			_a"Published on behalf of the Institute of Marketing and the CAM Foundation."
500			_a"Originally Published by Butterworth-Heinemann, in 1995. "
505			_aPart 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.
520			_aWritten 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.
650		0	_aMarketing.
856	4	2	_uhttp://www.loc.gov/catdir/enhancements/fy1117/95163576-d.html
942			_cBK
999			_c38328 _d38328