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Introduction to Marketing

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Introduction to Marketing

Format

Paperback

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Introduction to Marketing by John Frain
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Description

This fully revised and updated text is intended to provide the student with an accessible introduction to the basic themes and issues of marketing. Comprehensive in scope and style, it includes worked examples to illustrate major issues. Also covered are key topics and detailed insights, with practical examples. The book adopts a "how to" approach to implementing strategies and policies.

Table of Contents

Marketing - concepts and principles; corporate strategy - analysis and planning; strategic marketing - its role and function; marketing organization - structure, culture, ethics; marketing research; the planning process; implementation marketing - products, services, concepts; implementing marketing - pricing policies and prices; implementing marketing - distribution and logistics; implementing marketing - the promotion function; implementing marketing - international and global aspects; the marketing plan in summary; monitoring and controlling marketing effort.
Release date NZ
May 13th, 1999
Author
Country of Publication
United Kingdom
Edition
5th Revised edition
Illustrations
Illustrations
Imprint
Cengage Learning EMEA
Pages
320
Dimensions
190x250x20
ISBN-13
9781861521477
Product ID
2072815

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