Fundamentals of Marketing
Fundamentals of marketing aims to provide a comprehensive introduction to the subject of marketing by striking a balance between theory and practice. The text covers all of the main areas of marketing management, by means of a strong consumer-behaviour led focus that links to the later discussion of the marketing mix. This is a topical book which introduces readers to some of the main currents in contemporary marketing theory, for instance, by exploring the differences between cognitive and behaviourist accounts of consumer behaviour and how these impact on the understanding of marketing strategy and tactics. The text is also topical, containing new material on branding and virtual marketing in addition to a number of bespoke case histories.
Marilyn A. Stone: A note of appreciation
It was with great sadness that we learned of the death of Marilyn A. Stone, the main author and inspiration for this text, in late 2006. The book has benefited enormously through Marilyn’s extensive experience and knowledge of marketing, particularly in the areas of Marketing Research and Distribution. Marilyn is sadly missed by all of her colleagues and her co-author.