This exciting introductory book covers both a theoretical and practical approach to the wide-ranging discipline of marketing. It takes the reader through a step-by-step logical process beginning with the basic origins and concepts of marketing, knowing the customer, segmentation and the importance of marketing research through every element of the marketing mix finishing with a simple but detailed approach to the marketing planning process. Models are used throughout to aid understanding.
- ISBN13 9781861525260
- Publish Date 20 August 1999
- Publish Status Active
- Publish Country GB
- Imprint Cengage Learning EMEA
- Edition New edition
- Format Paperback
- Pages 320
- Language English