An introduction to marketing, this book provides coverage of the fundamentals and offers insights into the recent developments. Organized into a five section format, the book begins with the basics - marketing principles, concepts, the marketing mix, research activities, the target market - and concentrates on both the technical and theoretical knowledge needed to enter the marketing field; looks closely at the characteristics of the target market; examines the development of the marketing mix and the related products; discusses ways to get the product to the market - including channels of distribution, wholesaling, retailing, sales promotion and direct marketing; and introduces specialized marketing considerations - such as consumerism and the legal environment.
- ISBN10 0137014740
- ISBN13 9780137014743
- Publish Date 1 January 1972
- Publish Status Out of Print
- Out of Print 10 March 1994
- Publish Country US
- Imprint Prentice Hall
- Format Hardcover
- Pages 416
- Language English