Principles of Marketing

• Main Author: Randall, Geoffrey (Author)
• Format: Book
• Language: English
• Published: London Thomson Learning 2001
• Edition: Second Edition
• Series: Principles of Management Series
• Subjects: Marketing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xiii, 310 pages illustrations 25 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 1861526687; 9781861526687

This is the second edition of Randall's concise introductory text for general marketing courses, combining academic rigour with an accessible writing style. While providing a comprehensive overview of 'classical' marketing, the book also covers 'new' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics. With new chapters on e-commerce and branding, there is also additional material on marketing ethics/social responsibility, knowledge management and technical developments, environmental marketing, and a focus on financial marketing in the services marketing chapter.