This work gives an overview of marketing concepts and techniques and shows how a marketing manager's job is being, or may be, changed by information technology. Each chapter begins with aims and learning objectives and ends with self-assessment questions. This second edition reflects technological changes and includes chapters on positioning and targeting, and database marketing. Case histories and examples highlight the benefits and pitfalls of the use of IT in marketing.
- ISBN10 0131844822
- ISBN13 9780131844827
- Publish Date 30 June 1995 (first published February 1990)
- Publish Status Out of Print
- Out of Print 22 February 2005
- Publish Country GB
- Imprint Pearson Education Limited
- Edition 2nd edition
- Format Paperback
- Pages 424
- Language English