Although this text guides the student through the essential theory, its emphasis is on an interactive approach which shows how marketing works in practice. At key points there are discussion points and case studies combined with activities and assignments to develop and reinforce knowledge and skill. The discussion ranges from market research and consumer behaviour to the key elements of the marketing mix, international marketing and the legal dimension, before concluding with marketing planning.
- ISBN10 0748717838
- ISBN13 9780748717835
- Publish Date October 1995
- Publish Status Out of Print
- Out of Print 24 October 2009
- Publish Country GB
- Publisher Oxford University Press
- Imprint Nelson Thornes Ltd
- Format Paperback
- Pages 288
- Language English