Fundamentals and Practice of Marketing (Paperback, 4 ed)

What marketing is all about; The changing climate of marketing; The big idea; Market and marketing research; The right mixture and the vital spark; the Strategic operational plan; Direct marketing; Public relations; Advertising; Sales promotion; Direct sales operations; e-Commerce; Where price comes in; Publicity; Integrated marketing planning; Getting the goods to the customers; How selling is managed; How international marketing works; Wholesale and retail operations; Relationship marketing; The customer satisfied, today and tomorrow