INTRODUCTION TO MARKETING

by Geoffrey Lancaster (Author), Geoffrey Lancaster (Author)

• Used

  Paperback
  1999

  $5.53

  A basic, yet practical introduction to marketing, this book traces the development of marketing as a subject and explains the global environment in which marketing operates, as well as considering the importance of the customer. It gives step-by-step advice on the tools of marketing, considering both above the line and below the line communication. It covers the four P s of marketing (product, price, place, promotion), as well as important areas that affect marketing, such as distribution and logistics.