Introductory marketing /
Material type:
TextPublication details: [S.l.] : Nelson Thornes Ltd, 1995.Description: 288 pISBN: - 0748717838 (paperback)
- 9780748717835 (paperback)
- 658.8 PAG
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Ichemc Library General Stacks | Non-fiction | 658.8 PAG (Browse shelf(Opens below)) | Available | 002618 |
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| 658.8 MAR The marketing book / | 658.8 MAR The marketing book / | 658.8 PAG Introductory marketing | 658.8 PAG Introductory marketing / | 658.8 PAL International marketing, third edition / | 658.8 PER Application in Basic Marketing | 658.8 PER Basic marketing : |
Although this text guides the student through the essential theory, its emphasis is on an interactive approach which shows how marketing works in practice. At key points there are discussion points and case studies combined with activities and assignments to develop and reinforce knowledge and skill. The discussion ranges from market research and consumer behaviour to the key elements of the marketing mix, international marketing and the legal dimension, before concluding with marketing planning.
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