Marketing: A Complete Guide

Assuming no prior marketing knowledge, Marketing: A Complete Guide provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant marketing issues.
Well-written in a pragmatic and stimulating style, the text enables readers to grasp the basics of a wide range of marketing topics including business-to-business marketing, key account management, logistics and marketing planning. A strategic marketing perspective, with an emphasis on value and the management of marketing relationships, is combined with thorough analyses of the marketing mix elements.

Title - Marketing: A Complete Guide

Edition -

Author - Malcolm McDonald,Martin Christopher

ISBN 13 - 9780333994375

Imprint - Palgrave Macmillan

Publisher - Palgrave Macmillan

Date Published - 17/04/2003

Prize -

No. of pages -

Binding Type - Paperback

Dimensions - 155 x 235 x mm

Weight - 996 g

Languages - English