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Marketing, 2nd Edition

Marketing, 2nd Edition

David Mercer

ISBN: 978-0-631-19638-9

Feb 1996, Wiley-Blackwell

576 pages

Select type: Paperback

In Stock



Since it was published, Marketing has established itself as a first choice text for marketing undergraduates, MBA students and those taking professional examinations. Marketing is exceptionally easy to use, is comprehensive, international, up-to-date and innovative. It represents a significant breakthrough in the teaching of marketing and is one of the key texts of the discipline.

1. Introduction.

2. The Customer.

3. Marketing Research and Information.

4. Market Positioning and Segmentation.

5. Product or Service Decisions.

6. New Products.

7. Pricing Decisions.

8. Distribution Decisions.

9. Advertising.

10. Other Forms of Promotion.

11. Selling and Sales Management.

12. International Marketing.

13. The External Environment.

14. Marketing Planning.


  • Shortened to make the new edition more concise, but without losing any of the depth of coverage of the previous edition.

  • More competitively priced.

  • Updated throughout, with new material added on marketing practice.