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.

Marketing Management and Information Technology

Business & Money

Keith Fletcher

Economics

PRENTICE/HALL

Chesham at Work in the 20th Century

Peter Hawkes

Lesley Perry

Hawkes Design & Publishing

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Books by Keith Fletcher