This edition features a new chapter on marketing in the public sector along with new sections on competition and complexity; scanning databases; database marketing; co-operative strategies; developing marketing strategy; product planning; sales promotion; direct channels; competition; saturation; and internationalism. Examples are taken from many international companies, for example Ford, Pirelli, Benetton, Mars, Coca-Cola, and Proctor and Gamble.
- ISBN10 0132030012
- ISBN13 9780132030014
- Publish Date 25 April 1995 (first published April 1990)
- Publish Status Out of Print
- Out of Print 21 April 2015
- Publish Country US
- Publisher Pearson Education Limited
- Imprint Addison Wesley
- Edition 4th edition
- Format Paperback
- Pages 592
- Language English