ABSTRACT
This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.
TABLE OF CONTENTS
part |2 pages
Part I Marketing and marketing planning
part |2 pages
Part II Buyers, markets, and competition
part |2 pages
Part III Marketing intelligence
part |2 pages
Part IV Marketing mix elements
part |2 pages
Part V Implementation and organization