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By Guenther Mueller-Heumann & Michael Duffy
This book is designed with two objectives in mind: first, to give non-marketing readers the skills they need should they work with marketers or become marketing practitioners themselves; second, to provide current marketing practitioners with additional skills they can use. For this reason theory is not emphasised; real-world applications are given a high priority.
While both selling and advertising are key components of marketing, they are only a small part of the full range of marketing activities neccessary to succeed in today's competitive marketplace. This range includes planning the marketing offer (including market research and target market analysis); developing the market offer (including development of the product, the delivery system, advertising and pricing); and introducing and administering the offer (including product launch, day-to-day operations, and re-marketing).
This book is written with a New Zealand audience in mind. However, this does not mean that the rest of the world is ignored. On the contrary, New Zealand is part of an integrated world economy, and this book reflects this with a global, albeit New Zealand flavoured, orientation.
The Dunmore Press
This book is a student edition for use in 1994. A revised edition will be published for 1995.
RRP - $35.00 - $84.95
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