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Table of contents (11 chapters)
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About this book
This highly successful book has now been thoroughly revised and extended to cope with marketing in the nineties. Two new chapters have been added, on Pricing and Sales Forecasting, while the impact of computers, information systems, logistics and other developments have been covered. The book treats marketing as an activity that can be applied to both manufacturing and service industries, and in both trading and non-trading areas. Written for students needing a good general introduction to marketing, and business people who need to learn more about this vital area of modern business practice. The writers draw on their wide experience both in business and as teachers, leading to a book which is academic enough for examination purposes, but practical enough to provide immediate benefit to managers.
Bibliographic Information
Book Title: Mastering Marketing
Authors: Douglas Foster
Series Title: Macmillan Master
DOI: https://doi.org/10.1007/978-1-349-13238-6
Publisher: Red Globe Press London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Macmillan Publishers Limited 1994
Edition Number: 3
Number of Pages: XIII, 287
Additional Information: Previously published under the imprint Palgrave
Topics: Marketing