The Essence of Marketing
- ISBN-10
- 013285354X
- ISBN-13
- 9780132853545
- Category
- Marketing
- Language
- English
- Published
- 1993
- Publisher
- Financial Times/Prentice Hall
- Author
- Simon Majaro
Description
Sets out to summarize the main principles and concepts of marketing management, examining the definition of marketing and its implications, the marketing mix (role of product, price, promotion), distribution, the sales force and its productivity, marketing planning, organization and integration.
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