Third Edition.
"Oh, no, not another marketing book: the world is full of them already!"
Although the reader could be forgiven such a response, this book provides a unique resource: Numerous short case studies, presented in each chapter before the discussion of theory, enables the reader to learn very actively Marketing principles are applied to diverse contexts including: private, public and not-for-profit sectors; large and small companies; manufacturing and service industries.
Concisely expressed principles provide the reader with a memorably succinct overview. This new edition will be welcomed on courses that have long used this title, including: HND BA Business Studies Certificate in Management Diploma in Management Studies MBA.
