Publisher's Synopsis
This text provides a practical introduction to marketing. It demystifies marketing and explains how it influences success, or lack of it; what makes the marketing plan and promotional mix effective; how to price and give value for money, and customer care before, during and after the sale.;It includes practical checklists and action points, and examples show how the reader's job interacts with marketing. The text has been designed for non-marketing managers who need to know about marketing.
