Publisher's Synopsis
This text aims to meet the needs of students studying marketing for the first time on undergraduate or diploma courses, in any subject where the course is available within a modular framework. It should also provide an introduction to marketing for non-specialists, using examples of marketing practices from a range of companies.;It emphasizes the importance of the buyer-supplier relationship and draws on the practical experience of the authors in product and service marketing. Marketing principles are explained in the context of all types of organizations, modern business, management practice and the changing business environment.;The text is structured to follow a full introductory teaching programme, designed for the non-marketeer. The appendices include a glossary, a student guide to case study analysis and sources of secondary information.;It is suitable for introductory level BA/BSc modular degree students, HNC/D students, particularly those whose course can be converted to a degree programme, as well as those on dedicated marketing service courses such as BA Marketing, BABS and post-experience courses.
