Description
The second edition of this widely adopted text is a complete guide to the entire discipline of marketing, including the latest developments in areas such as:Category management.Database marketing.Loyalty Schemes.Marketing investment.Relationship marketing.The structure has been simplified so that the length of time to study all the material in the book has now been reduced by a quarter. The text is clearly structured in a modular fashion so that only the material needed for the specific course being studied need be referred to. The emphasis is on learning, rather than on reading, using well-tried distance learning techniques.Competitively prices, Marketing is designed as a first choice text for marketing undergraduates, MBA students and those taking professional examinations.
