Marketing Principles and Practice
Marketing Principles and Practice by Dennis Adcock is a comprehensive introduction to marketing, published by Financial Times/Prentice Hall in 2001. This fourth edition spans 534 pages and is presented in English, offering undergraduate students a revised and updated perspective on key marketing concepts. The text covers essential topics such as e-commerce, the Internet, and relationship marketing, contextualizing marketing principles within organizations and business management practices.
Readers will find a blend of theoretical insights and practical applications, with examples and short case studies that illustrate the dynamic nature of marketing in a changing business environment. This edition emphasizes the relevance of marketing strategies and their implementation, making it a valuable resource for those studying business and economics, particularly in the areas of marketing and sales.
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Now revised and updated, this text offers undergraduate students an introduction to the world of marketing. The fourth edition includes new material on areas such as e-commerce, the Internet and relationship marketing. Building on the enormous success of previous editions, this best-selling text has been updated and revised, and continues to provide an up-to-date and student-friendly introduction to marketing. Marketing principles are explained in the context of organisations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasising the practical aspects of the subject as well as the concepts.
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