Marketing: The One Semester Introduction
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Product Description
Product Description
Are you about to undertake a one semester or short course in marketing? If so, 'Marketing: The One Semester Introduction' is the book for you! Written by two of the most experienced and respected authors of the subject in the UK, it is specifically designed for those wanting a rapid and thorough introduction to marketing.
This book:
· is based on vast teaching experience and classroom testing to ensure that it precisely meets the needs of the business studies or modular marketing student
· provides authoritative coverage of the subject, yet avoids becoming entangled in a mass of extra theory that may prove unhelpful for preliminary study
· has an international viewpoint that guides the reader to the very heart of contemporary global marketing issues
'Marketing: The One Semester Introduction' provides exactly the right amount of theory and information to ensure rapid and high quality learning. With its succinct and clear style, the book represents an indispensable starting point for students of business studies and marketing.
Designed for those taking a first course in marketing and focusing on the needs of the business studies/modular student
Coverage that is authoritative but does not include the mass of extra theory that is not of interest
Provides an international view that takes the reader to the heart of contemporary global marketing issues.
This book:
· is based on vast teaching experience and classroom testing to ensure that it precisely meets the needs of the business studies or modular marketing student
· provides authoritative coverage of the subject, yet avoids becoming entangled in a mass of extra theory that may prove unhelpful for preliminary study
· has an international viewpoint that guides the reader to the very heart of contemporary global marketing issues
'Marketing: The One Semester Introduction' provides exactly the right amount of theory and information to ensure rapid and high quality learning. With its succinct and clear style, the book represents an indispensable starting point for students of business studies and marketing.
Designed for those taking a first course in marketing and focusing on the needs of the business studies/modular student
Coverage that is authoritative but does not include the mass of extra theory that is not of interest
Provides an international view that takes the reader to the heart of contemporary global marketing issues.
From the Publisher
This book: Channels of distribution
Physical distribution management
Pricing
Product policy
Marketing research
Sales forecasting
International marketing
International marketing
Societal marketing
Marketing strategy, planning and control
The use of Internet technology in marketing
Customer care and customer relationship management
Physical distribution management
Pricing
Product policy
Marketing research
Sales forecasting
International marketing
International marketing
Societal marketing
Marketing strategy, planning and control
The use of Internet technology in marketing
Customer care and customer relationship management
Inside This Book
(Learn More)
First Sentence
We begin by examining the basic idea of marketing as a business discipline. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index
We begin by examining the basic idea of marketing as a business discipline. Read the first page
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Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index
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Format:Paperback
For anyone facing an introductory course in marketing, this is an excellent book - not too much unnecessary detail, but plenty references if the reader wants to go into the subject in more depth. Up-to-date examples illustarate the topics being discussed and there are good chapter summaries too.
As a marketing lecturer myself, it's a book I have recommended to students.
As a marketing lecturer myself, it's a book I have recommended to students.
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