This update second edition features: New sections on e-commerce,'new' marketing,marketing ethics,and technical developments such as data warehousing and data mining Updated and expanded referencesa to help the reader expore further A new design and clear layout Incorporation of learing objectives Additional web material at www.thomsonlearning.co.uk What is marketing in the 21st century really about ? How do you analyse markets and competitors,position your brand,and buil a strategic marketing plan? How do you apply marketing techniques to consumer ,industrial,services,and business-to-business market? The answers to these quetions and more can be found in Principles of Marketing ,now in its second edition .This concise text offers a thoroughly readable,up-to-date analysis of marketing in practice .Using a wide selection of examples,Geoffrey Randall relates the central principles of marketing to the practice of management ,covering marketing informatin,research,segmentation,product markets,he shows how these elements can be drawn together in the development and imlementation of corporate strategy and explains the actual decisions that mangers have to make.
