Understanding Marketing (Paperback)

Introducing the goals and techniques of marketing, this text looks at the business environment in which it takes place. It considers the role of market research in helping companies target and segment their markets, and position their products. The book also introduces the fundamentals of consumer and organizational buying behaviour; shows how organizations manage specific products; and presents all the marketing communications channels available to companies, from direct to advertising and public relations.

General

Imprint:	Financial Times Prentice Hall
Country of origin:	United States
Release date:	September 1997
Authors:	Mark A.P. Davies
Dimensions:	234 x 174 x 18mm (L x W x T)
Format:	Paperback
Pages:	400
ISBN-13:	978-0-13-490467-2
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	0-13-490467-2
Barcode:	9780134904672

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