by N/A
This edition features a new chapter on marketing in the public sector along with new sections on competition and complexity; scanning databases; database marketing; co-operative strategies; developing marketing strategy; product planning; sales promotion; direct channels; competition; saturation; and internationalism. Examples are taken from many international companies, for example Ford, Pirelli, Benetton, Mars, Coca-Cola, and Proctor and Gamble.
Format: Textbook Binding
Pages: 592
Edition: 4
Publisher: Prentice Hall
Published: 25 Apr 1995
ISBN 10: 0132030012
ISBN 13: 9780132030014