Marketing
Published on 4. November 1998
Book
Paperback/Softback
336 pages
978-0-333-65847-5 (ISBN)
Description
This introductory text provides a comprehensive guide structured to cover milestones in marketing thinking and demonstrate their application. It should be useful to students coming to the subject for the first time but may also benefit practitioners as an aid to tactical marketing thinking and as a pointer to more advanced strategic marketing planning processes and structures.
More details
Series
Language
English
Place of publication
Basingstoke
United Kingdom
Target group
College/higher education
Professional and scholarly
Illustrations
illustrations
Dimensions
Height: 234 mm
Width: 156 mm
Weight
573 gr
ISBN-13
978-0-333-65847-5 (9780333658475)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Geoff Lancaster | M. Cowling | Paul Reynolds
Marketing
Book
09/2003
2nd Edition
Palgrave Macmillan
€60.98
Article is exhausted; no reprint
Content
Development of the Marketing Concept - Marketing and the Organisations Micro- and Macro-environment - Customers and Marketing - Buyer Behaviour - Marketing Information Systems and Forecasting - Marketing Research - Products and Services - Price - Channels of Distribution - Logistics Management - Managing Selling - Above-and Below-the-line of Promotion - Public Relations - International Marketing - Marketing Planning