Frameworks
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This handbook provides comprehensive coverage of a wide range of subjects in business, finance and law. It is divided into three parts: what is marketing about; product/service policy and the marketing mix; and organization for marketing. This edition provides an up-to-date account of - product/service planning and pricing, consumer and corporate buying behaviour, campaign planning, evaluation and research, analysis methods and marketing mix; updates the material on advertising codes and standards, agencies, media costs and selection, sponsorship and the public interest; and also updates direct marketing, electronic shopping, shelf-space issues, private branding, discount stores, network marketing and international marketing issues particularly legal and political factors. This book is useful for students and professionals who want to grasp the essentials of marketing quickly and accurately. It is of particular use to HNC/HND, CMS, DMS and first-year degree students.