Introduction to Marketing Book + PRICE WATCH * Amazon pricing is not included in price watch

Introduction to Marketing Book

Introduction to Marketing is written primarily for first-year undergraduates and delivers an introduction to marketing without overlapping significantly into strategic management or expecting a range of prior industry experience. The text is designed around three functional points: Readability â?? the test focuses on contemporary events in marketing and is written in a style tailored to the needs of first-year university students. Portability â?? the text is designed to be a succinct overview of the fundamental principles of marketing that can realistically be carried as a reference book during marketing study. Credibility â?? the credibility of the text is established through the integration of hard-core marketing theory and contemporary business practice, and through the use of an objective written style. Features Key concepts are highlighted throughout the text. The chapters include the following vignettes: Global Perspectives., Ethics and Marketing, SME Marketing, Business Practices and Entrepreneurial Focus. In addition to the vignettes, the chapters include examples of real-world companies applying the theory discussed in the text. There is a wealth of end-of-chapter self-testing material including review questions, application questions, discussion questions and a Contemporary Issues case study. The accompanying CD features a running case study of Eagle Boys Pizza that relates back to the content in each chapter.  Read More

from£N/A | RRP: £24.95
* Excludes Voucher Code Discount Also available Used from £N/A
  • 047080064X
  • 9780470800645
  • Susan J. Dann, Stephen Dann
  • 9 December 2003
  • John Wiley & Sons
  • Paperback (Book)
  • 496
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