Access to HE Business: Marketing Books

Principles of Marketing, 8th European Edition, by Kotler et al. admirably covers a wide range of theoretical concepts and practical issues and accurately reflects the fast-moving pace of marketing in the modern world - examining traditional aspects of marketing and blending them with modern and future concepts

Brings together theory and practice, and covers a wide range of applications, industries and markets, exploring the way marketers must respond to those situations that demand an innovative response. Supports the Marketing Units for Access to HE Business and Marketing.

This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM. This seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king.

This edition provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing. 'Digital Marketing' links marketing theory with practical business experience to help students understand digital marketing in the real world.