Key Concepts in Marketing Paperback
£12.99
ISBN 140391527X
Buy this book
At its heart, marketing seeks to identify, satisfy and supply customers' expectations, their needs and their wants. It is innovation that drives marketing, and the business world is continually indebted to developments in the field of marketing, a vibrant area full of ideas and true professionals. Key Concepts in Marketing provides an accessible and comprehensive guide to the major themes, concepts, terms and theorists encountered in marketing.
Features include:
- Each of the key concepts is placed alphabetically for ease of use
- Entries are fully cross-referenced and there are further reading and website references which point you to additional resources for study
- Illustrations are used to help explain complex terminology
- A fully comprehensive index, allowing you to follow themes running through the entries
Key Concepts in Marketing will help undergraduate students understand their main textbooks and wider reading, will provide a useful source of definitions for assignments, and will be an ideal aid to revision.
Sample Chapter
Full Contents Listing
A B C D E
F G H I
J K L M
N O P Q
R S T U
V W X Y
Z
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