This book provides a thorough introduction to the theory and practice of marketing. The analysis of core theories, concepts and techniques is integrated with marketing in practice, through the inclusion of over seventy mini-cases and frequent references to everyday organizations. The cases are drawn from a wide variety of organizations, business sectors and international settings. The text is highly structured, user friendly, and includes learning objectives, chapter overviews, key concepts, summaries, research and discussion questions and directed further reading.
- ISBN10 0412623501
- ISBN13 9780412623509
- Publish Date 14 March 1996
- Publish Status Out of Print
- Out of Print 22 December 2011
- Publish Country GB
- Imprint Cengage Learning EMEA
- Format Paperback
- Pages 528
- Language English