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Fundamentals of Marketing
provides a sound appreciation of the fundamentals of the theory
and practice of marketing. It critically evaluates the effectiveness of different marketing
strategies and approaches using case studies drawn from a cross section of sectors.
Case studies include:
ICoke’s distinct image in Trinidad
IRole of
guanxi
in Chinese buying negotiations
ITechnology development: Apple Mac to iMac and iPod
IBrand personality: image of FCUK
IVirgin’s use of direct sales in nancial services
INew product global success of dumpy bottles
IRebranding New Zealand merino wool
IOnline retail pricing
IChanging image of Dyson cleaner
IDyno-Rod franchising
ICharity shop achievements
IIntroducing Stoats Porridge Bars
IInternet competition with traditional channels: Amazon versus Barnes & Noble
Featuring a website to run alongside the text providing student and lecturer resources, this
text conveys the main principles of marketing in a challenging yet accessible manner and
provides the reader with insights into the workings of marketing today.
Marilyn A. Stone
is Senior Lecturer and Director of the International Management degree
at Heriot-Watt University, Edinburgh.
John Desmond
is Reader in Management at St Andrews University, Scotland.
FUNDAMENTALS
OFMARKETING
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Marilyn A. Stone
and
John Desmond
With a contribution by
J.B. (Ian) McCall
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FUNDAMENTALS OF
MARKETING
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