Are you about to undertake a one semester or short course in marketing? If so, 'Marketing: The One Semester Introduction' is the book for you! Written by two of the most experienced and respected authors of the subject in the UK, it is specifically designed for those wanting a rapid and thorough introduction to marketing. This book: · is based on vast teaching experience and classroom testing to ensure that it precisely meets the needs of the business studies or modular marketing student · provides authoritative coverage of the subject, yet avoids becoming entangled in a mass of extra theory that may prove unhelpful for preliminary study · has an international viewpoint that guides the reader to the very heart of contemporary global marketing issues 'Marketing: The One Semester Introduction' provides exactly the right amount of theory and information to ensure rapid and high quality learning. With its succinct and clear style, the book represents an indispensable starting point for students of business studies and marketing.

Geoff Lancaster, Paul Reynolds

Chapter 1 Introduction to marketing; Chapter 2 The marketing-orientated organisation; Chapter 3 The marketing environment; Chapter 4 The functions of marketing; Chapter 5 Market segmentation, targeting and positioning of marketing; Chapter 6 Buyer behaviour; Chapter 7 Marketing communications I; Chapter 8 Marketing communications II - personal selling; Chapter 9 Channels of distribution; Chapter 10 Physical distribution management; Chapter 11 Pricing; Chapter 12 Product policy; Chapter 13 Marketing research; Chapter 14 Sales forecasting; Chapter 15 International marketing; Chapter 16 Societal marketing; Chapter 17 Marketing strategy, planning and control; Chapter 18 The use of Internet technology in marketing; Chapter 19 Customer care and customer relationship management;