Publisher's Synopsis
This volume has been designed to provide marketing guidelines for business people, whether they are business students, managers, marketing professionals or others who require some understanding of marketing principles and practice.;The book is a practical collection of essays, the majority of which have been based on published articles, broadcasts, lectures and seminars prepared by the author over the past decade. The text aims to examine the marketing philosophy in simple terms, and to provide guidelines and applications pertinent to a wide variety of businesses. Extensive project work, research and international management experience, collected from a variety of companies and organizations, have provided a platform from which many of the guidelines have been drawn.
