This interactive workbook describes the principles and techniques of marketing in a way that business people and students can understand and apply to all business activities. Divided into two sections, Part 1 looks at the principles and components of marketing, the internal and external audits, research, targeting forecasting and communications. Part 2 is an easy to use planning manual which guides the user through the production of a comprehensive marketing plan for a variety of products and sales regions.
- ISBN10 0333679075
- ISBN13 9780333679074
- Publish Date 28 April 1997
- Publish Status Out of Print
- Out of Print 14 June 2007
- Publish Country GB
- Imprint Palgrave Macmillan
- Format Hardcover
- Pages 288
- Language English