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5.0 out of 5 stars A comprehensive marketing textbook suitable for all managers, 16 Oct 1998
By A Customer
This review is from: Marketing 2e (Paperback)
Although this book was produced for students studying undergraduate and masters (MBA) courses, it is also designed to be used as a reference book by practitioners. As such it covers all the traditional, and leading-edge, marketing theory and techniques; from organising sales activities to undertaking long-range planning. Its format is based on the sophisticated teaching processes developed by the United Kingdom Open University; though its content is international, and covers all sectors (including the public sector).
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5.0 out of 5 stars A comphrehensive study covering every aspect of marketing., 27 July 1999
By A Customer
This review is from: Marketing 2e (Paperback)
As a Marketing Director, I thought I could not learn any new tricks about Marketing, having used Mercer's book as my core reference for a recent Marketing examination it was refreshing to discover the holistic approach of this work. Combining total understanding of Marketing principles with quick, easy to find detail of particular points, this book is a must for any Marketing professional.
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Marketing 2e
Marketing 2e by David Mercer (Paperback - 19 Dec 1995)
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