INTRODUCTION TO MARKETING - Softcover

Lancaster, Geoff; Reynolds, Paul

 
9780749420956: INTRODUCTION TO MARKETING

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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