Number of pages: 594

Publication year: 2002

Binding type: Carton

Edition: 1

Print color: White

Dimensions (cm): 17 × 24

Weight: 780 grams

Introduction

This book attempts to blend fundamental marketing principles with significant modern trends that affect it. It covers the impact of the information and communication technology revolution on marketing functions, especially the modern ones. The book is divided into eleven chapters including: marketing development and contemporary definitions, market segmentation basics, marketing environment, products, pricing, distribution, promotion, purchasing and storage, marketing information systems and research, consumer behavior, and internet marketing. All these aspects consider marketing as a dynamic activity, requiring readiness to face environmental changes effectively.