The Marketing Book, Third Edition: Published in association with the Chartered Institute of Marketing CIM Professional Development Series (Marketing Series)
By Unknown Author.
Description
This third edition of the best-selling Marketing Book has been extensively revised, updated and substantially extended. All the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking and practice. In addition, a number of completely new chapters have been added, namely: * Strategic Marketing Planning: A review of concepts and their applications - Malcolm McDonald and Linden Brown * Market Segmentation - Martin Evans * Sales Promotion - Sue and Ken Peattie * Green Marketing - Ken Peattie and Martin Ch...
ISBN(s)
0750620226, 9780750620222
