Marketing by David MercerMarketing by David Mercer


byDavid Mercer, Mercer

Paperback | February 5, 1996

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Since it was published, Marketing has established itself as a first choice text for marketing undergraduates, MBA students and those taking professional examinations. Marketing is exceptionally easy to use, is comprehensive, international, up-to-date and innovative. It represents a significant breakthrough in the teaching of marketing and is one of the key texts of the discipline.
David Mercer is a senior lecturer at the Open Business School. He has chaired the university's marketing courses at all levels, from certificate to MBA - where this book is, for instance, used as the set book on the foundation course. His previous career included FMCG brand and marketing management for a range of multinationals, includ...
Title:MarketingFormat:PaperbackDimensions:576 pages, 9.7 × 7.6 × 1.2 inPublished:February 5, 1996Publisher:Wiley

The following ISBNs are associated with this title:

ISBN - 10:0631196382

ISBN - 13:9780631196389


Table of Contents


1. Introduction.

2. The Customer.

3. Marketing Research and Information.

4. Market Positioning and Segmentation.

5. Product or Service Decisions.

6. New Products.

7. Pricing Decisions.

8. Distribution Decisions.

9. Advertising.

10. Other Forms of Promotion.

11. Selling and Sales Management.

12. International Marketing.

13. The External Environment.

14. Marketing Planning.


From Our Editors

The second edition of Marketing is a complete guide to the entire discipline of marketing, including the latest developments in areas such as category management, database marketing, loyalty schemes, marketing investment, relationship marketing, as well as the new techniques which have been developed since the first edition, including simple rules such as the Rule of 123, and frameworks such as the Competitive Saw.