The Informed Student Guide to Marketing

The Informed Student Guide to Marketing

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The Informed Student Guide to Marketing has been compiled by a team of recognized marketing experts to equip students with everything they need to know about marketing. The guide comprises an A-Z listing of over 400 entries, including coverage of the most recent conceptual developments in this rapidly changing field: Accessible and concise, easy to read style Entries include the most up to date references Useful further reading section at the end, citing major works and journals Relevant to business and management students as well as those following marketing courses Each and every entry has been carefully devised to provide essential and relevant definitions of the core theories, approaches and jargon adopted by those in the profession and its academic studies. The Informed Student to Marketing provides an ideal a first basea for first year undergraduates or those new to marketing studies, and an invaluable reference bible for those already familiar with the subject.Kotler, P, Gregor, W.T. and Rodgers, W.H. (1989) The marketing audit comes of agea#39;, Sloan Management Review, 30(3), winter: 49-62. Wilson, A. (1982) Marketing ... It evaluates the effectiveness of the organization in implementing the 7Ps ofanbsp;...

Title:The Informed Student Guide to Marketing
Author:Philip J. Kitchen, Tony Proctor
Publisher:Cengage Learning EMEA - 2001


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