Publisher's Synopsis
This second edition has been extensively revised and updated to include contemporary examples and current business practice. It is suitable for use by students taking BTEC, professional or degree courses.;Written to provide a comprehensive survey of marketing which assumes no previous knowledge of the subject on the part of the reader. The text has been structured to take the student through the marketing tasks which face typical organizations operating in today's business environments. The inclusion of a range of practical, problem-based assignments provides an opportunity for the reader to engage in active learning tasks.
