Elements of Marketing

by Anthony R . Morden (Author), Anthony R . Morden (Author)

• Used

  Paperback
  1987

  $3.25

  This manual seeks to provide a broad and comprehensive introduction to the principal ideas of the theory and practice of marketing, intended particularly for students taking certificate level examinations of the major professional institutions - such as IOM, BTEC and SCOTVEC - or whose syllabus includes the study of marketing. It can be used both as a class textbook and for individual study. It may also prove useful for practising managers and specialists undergoing in-company training and development. The material is structured around sections and chapters which deal with the various specific concepts and topics. Each chapter is summarized and each section has questions for self-review and full past paper questions. A variety of case study material is provided. The manual is on the official reading list of ACCA paper 2.5(b) Organization and Management. A lecturer's supplement is available.