Marketing The Enyclopedic Dictionary

Marketing is an international textbook designed for undergraduates and MBA courses. In addition to providing comprehensive coverage of all traditional marketing topics, it also covers applications and issues within the service and non-profit sectors, together with new developments in marketing theory and practice including:- Precision marketing.- Inner marketing.- Environmental analysis.- Conviction marketing.- Japanese product development.- Standardization/adaptation.The exceptionally clear approach of Marketing has been developed from the author's teaching experience with many thousands of students. A Lecturers' Instruction Manual is available.

David Mercer is Senior Lecturer in marketing with The Open University Business School, Europe's largest business school where he chairs the team responsible for the marketing element of the MBA programme. He is author of the successful textbook Marketing, Second Edition and co-author of Marketing Management, both published by Blackwell.