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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. OF MARKETING
14. Marketing. Management. PHILIP KOTLER. Northwestern University. KEVIN LANE KELLER. Dartmouth College. Prentice Hall. Boston Columbus Indianapolis New York San Francisco Upper Saddle River. Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto. Delhi Mexico City Sao Paulo
perspective', International Journal of Retail & Distribution Management, 40 (2), 157 – 175. • Continuum www.continuumlearning.com/Customer%20Services_7Ps%20of%20Services.pdf. (accessed 21 bookboon.com/en/business-ebooks/marketing-ebooks/effective-marketing (accessed. 20 September 2012).
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Century. We will address the following questions: ? What are the tasks of marketing? ? What are the major concepts and tools of marketing? ? What orientations do companies exhibit in the marketplace? ? How are companies and marketers responding to the new challenges? Understanding Marketing Management
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