Focuses on the development of communications skills, presenting the basics of how to design informative, persuasive and ethical verbal communications in a sales context. A range of topics that are applicable to the selling and communication process are covered.
This 25th-anniversary-edition of "Marketing Classics" represents a culmination of the most important articles published in the field. Each article has been selected for the contribution it has made, and the impact it has had in bringing a new way of thinking into marketing theory and practice. Eleven new articles have been added in such topical areas as marketing ethics, global marketing strategy, service quality and technology diffusion. Articles of enduring interest by noted marketing minds like Wroe Anderson, George Katona, Theodore Levitt, George Day, John Howard, Frederick Webster Jr, Sidney J. Levy, Jagdish Sheth and Philip Kotler are retained. The articles are divided into four parts: "Marketing Philosophy"; "Buyer and Market Behaviour"; "Marketing Strategy"; and "Competitive Marketing Programmes".