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Marketing: A Complete Guide (Paperback)

by Martin Christopher (Author), Malcolm McDonald (Author)

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Product details

Paperback: 448 pages
Publisher: Palgrave Macmillan; illustrated edition edition (17 April 2003)
Language English
ISBN-10: 033399437X
ISBN-13: 978-0333994375
Product Dimensions: 23 x 15.6 x 4 cm
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Amazon.co.uk Sales Rank: 291,484 in Books (See Bestsellers in Books)

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Product Description

Dr Geoffrey Randall, Consultant

'A very comprehensive, authoritative text, its strengths reflecting its authors'

Product Description

Assuming no prior marketing knowledge, this volume provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant marketing issues.Written in a pragmatic and stimulating style, the text enables readers to grasp the basics of a wide range of marketing topics including business to business marketing, key account management, logistics and marketing planning. A strategic marketing perspective, with an emphasis on value and the management of marketing relationships, is combined with thorough analyses of the marketing mix elements.

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