The fourth edition of this seminal text retains the clarity and simplicity of its predecessors in communicating the basic themes and principles of contemporary marketing. 'The Fundamentals and Practice of Marketing' has been substantially revised to take into account recent developments in the field - most particularly the changes wrought by new technology. It now follows a new structure and includes:* New chapters on: direct marketing, public relations; integrated marketing planning; wholesale and retail operations; relationship marketing; * Material on: services marketing, e-commerce, ethics and social responsibility, B2B marketing and external marketing environment* A range of new examplesThe book is accompanied by online resources for tutors which include: guidance notes on teaching methods for each chapter, case studies with suggested solutions and approaches, questions for discussion, and OHP masters.

Part 1 The Fundamentals of Marketing - Preparing; Chapter 1 What marketing is all about; Chapter 2 The changing climate of marketing; Chapter 3 Making changes and innovations; Chapter 4 Market and marketing research; Chapter 5 The right mixture and the vital spark; Section A Section A The Practice of Marketing - Communications; Chapter 6 The strategic operational plan; Chapter 7 The message and the medium; Chapter 8 The practice of direct marketing; Chapter 9 The practice of advertising; Chapter 10 The practice of sales promotion; Chapter 11 The practice of direct sales operations; Chapter 12 The practice of e-commerce; Chapter 13 The practice of pricing; Chapter 14 Integrated marketing planning; Section B Section B The Fundamentals and Practice of Marketing; Chapter 15 Getting the goods to the customers; Chapter 16 How selling is managed; Chapter 17 The retail scene; Chapter 18 Customer relationship marketing; Chapter 19 The customer satisfied, today and tomorrow;