Synopsis
A basic, yet practical introduction to marketing, this book traces the development of marketing as a subject and explains the global environment in which marketing operates, as well as considering the importance of the customer. It gives step-by-step advice on the tools of marketing, considering both "above the line" and "below the line" communication. It covers the four "P"s of marketing (product, price, place, promotion), as well as important areas that affect marketing, such as distribution and logistics.
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About the Author
Geoff Lancaster is Professorial Fellow at Lincoln School of Management.
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Introduction to Marketing: A Step-By-Step Guide to All Tools of Marketing (Marketing in Action)
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INTRODUCTION TO MARKETING
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INTRODUCTION TO MARKETING
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