Marketing integrates worked examples, exercises and theory to introduce readers to the fundamental principles of the subject. It covers a wide range of marketing techniques and practices in a logical sequence that will enable the reader to gradually build up a knowledge of theories and practices involved in attracting and maintaining profitable customer bases. Throughout the book the authors make frequent reference to well known brand names to emphasise the relevance and importance of marketing in all our lives. Serious academic analysis is combined with a sense of humour and an accessible writing style. Assuming no prior knowledge of the subject, this text is an ideal introduction for all undergraduates & students taking courses in Business and Management Studies. The interactive style and extensive provision of self-study questions and activities means that the text is also well suited for students on distance learning courses.
- ISBN10 0582369371
- ISBN13 9780582369375
- Publish Date 10 February 1999 (first published 20 May 1996)
- Publish Status Out of Print
- Out of Print 22 February 2005
- Publish Country GB
- Imprint Pearson Education Limited
- Edition 2nd edition
- Format Paperback
- Pages 440
- Language English