This practical and comprehensive text provides students with a clear and succinct overview of marketing. New European examples give the text an international flavour. Key features of the text include: chapters on non-profit marketing and ethics in marketing; informaiton on all the major UK laws that affect marketers, in addition to the governmental regulatory bodies; and European examples - British Airways and Mars, popular international companies such as Reebok.

 

This book is part of a book series called Outline Series .

This book is aimed at the following children: secondary school , university .

There are 226 pages in this book. This book was published 1995 by HarperCollins Publishers .

This book has the following chapters: An overview of marketing; marketing management; the marketing environment; finding and selecting markets; consumer and organizational buying behaviour; research and information systems; product management and new product development; marketing channels and retailing; wholesaling; physical distribution; pricing - strategies and determinants; promotion; personal selling; advertising, public relations and sales promotion; marketing planning; international marketing; services and non-profit marketing; marketing and society.