Publisher's Synopsis
This text is part of a series of management-training texts allying student-centred learning to core business knowledge. Each text will be a complete resource for managers, trainers and students of business who are studying at NVQ levels 4 and 5. In each of the main functional areas of business, the books take a highly-developed activity-based approach to learning and link key generic managment skills to underpinning knowledge and concepts. Using a unique balance of theory, cases and practical exercises, this book aims to develop and refine an understanding of the marketing concepts and to ally this to the acquisition of practical marketing skills and techniques. It should be essential reading for business studies students and executives new to marketing.
