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Product Description
"Puts all the classic marketing techniques and processes into current context."
Review
“Clearly set out chapter-by-chapter objectives, and the questions accompanying the cases, serve to build up the student`s knowledge of marketing principles. . . . The clarity and comprehensiveness of the book`s approach make it an accurate reflection of, and well rounded introduction to, the study of such a diverse and evolving discipline.”
Chris Blackburn, Principal Lecturer and Department Head — Marketing, The Business School, Oxford Brookes University
“An excellent marketing text, achieving the difficult trick of combining good theoretical content with strong practical emphasis. If marketing course tutors want their students to move into the world of marketing without the usual real-world shock, then this is the book for them.”
Professor Merlin Stone, Business Research Leader, IBM Consulting Services
“A thorough and thought-provoking text for students and practitioners alike, destined to become a standard benchmark textbook on the subject. . . . Students will find the text stimulating, interesting and insightful, providing a clear and uncluttered account of contemporary issues.”
Dr. John W. Lang, Judge Institute of Management, University of Cambridge
“Puts all the classic marketing techniques and processes into current context.”
Professional Marketing Magazine
“Each chapter follows a set structure that has been designed to encourage discussion and raise issues for consideration and research. At the end of the book, there are additional notes and references to support student learning.”
Network
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Management thinker Peter Drucker wrote these words originally in 1954. Read the first page
Concordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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