Publisher's Synopsis
Covering all aspects of marketing needed by the business person, this book provides an introduction to the practical application of marketing theory and practice. Features include a unique study tips section; a lively, readable text; study and exam tips in each chapter; self-assessment questions; past examination questions.;The book is written to meet the needs of students on courses leading to qualifications from the Institute of Marketing, the Association of Business Executives, the Institute of Commercial Management and business studies courses at colleges and polytechnics.
