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Product Description
This is a guide to the true scope of marketing, which is a customer-centred activity involving all aspects of a company's development and growth. Using jargon-free language, examples and case-studies, the book offers a grounding in marketing. The chapters cover the basic definitions of marketing, the art of good market research, the marketing plan, the promotional mix, the marketing mix, how to use external services, how to do your own marketing, costings, and the future of marketing.
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