This is an introduction to marketing in an A-Z format. It includes all the key marketing concepts, plus some individual perceptions of the author's, in 26 brief chapters keyed to the individual letters of the alphabet. From advertising, agencies and analysis via grey markets, the J-curve, network and relationship marketing to value and velocity. This book is designed for business people and students who know marketing is a key business factor - but have had little or no training in it.
- ISBN10 0712698345
- ISBN13 9780712698344
- Publish Date 10 September 1992
- Publish Status Out of Print
- Out of Print 14 July 1994
- Publish Country GB
- Publisher Cornerstone
- Imprint Random House Business Books
- Format Paperback (UK Trade)
- Pages 304
- Language English