Marketing today is more a management style than a group of activities under a department head, and is central to the success of a company as a whole, according to the authors. Aspects of planning are covered, from analyzing market share and deciding marketing strategy, to specific elements of the marketing mix - campaign, planning, media evaluation, sales promotion, publicity, packaging and PR.
- ISBN13 9780566077845
- Publish Date December 1998 (first published December 1989)
- Publish Status Active
- Out of Print 14 February 2008
- Publish Country GB
- Imprint Gower Publishing Ltd
- Edition 5th Revised edition
- Format Hardcover
- Pages 352
- Language English