Introduction to Marketing
A Step-by-step Guide to All the Tools of MarketingeBook - 1999
A basic, yet practical introduction to marketing, this book traces the development of marketing as a subject and explains the global environment in which marketing operates, as well as considering the importance of the customer. It gives step-by-step advice on the tools of marketing, considering both above the line and below the line communication. It covers the four Ps of marketing (product, price, place, promotion), as well as important areas that affect marketing, such as distribution and logistics.
Publisher: London ; Dover, N.H. : Kogan Page, 1999.
Characteristics: ix, 290 p. : ill. ; 23 cm.
Alternative Title: Guide to all the tools of marketing