Publisher's Synopsis
Whether you are part of a small business or a multi-national company, effective marketing is essential for long-term success. This manual explains the ideas behind the marketing process and how they can be applied. Topics covered include: devising a marketing plan; constructing your marketing plan; using marketing research; segmenting your market; meeting your customer's needs; and increasing sales through marketing.
This third edition has been fully revised and updated for the 2002 series relaunch.
