Marketing » (Revised)

David Mercer is a senior lecturer at the Open Business School. He has chaired the university's marketing courses at all levels, from certificate to MBA - where this book is, for instance, used as the set book on the foundation course. His previous career included FMCG brand and marketing management for a range of multinationals, including 15 years with IBM, as well as general management in manufacturing and retail organisations. More recently he has also been advising organisations and governments, at home and abroad, on strategy as well as marketing.

The second edition of this widely adopted text is a complete guide to the entire discipline of marketing, including the latest developments in areas such as:

• Category management.


• Database marketing.


• Loyalty Schemes.


• Marketing investment.


• Relationship marketing.

The structure has been simplified so that the length of time to study all the material in the book has now been reduced by a quarter. The text is clearly structured in a modular fashion so that only the material needed for the specific course being studied need be referred to. The emphasis is on learning, rather than on reading, using well-tried distance learning techniques.
Competitively prices, Marketing is designed as a first choice text for marketing undergraduates, MBA students and those taking professional examinations.