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An introduction to marketing, this book provides coverage of the fundamentals and offers insights into the recent developments. Organized into a five section format, the book begins with the basics - marketing principles, concepts, the marketing mix, research activities, the target market - and concentrates on both the technical and theoretical knowledge needed to enter the marketing field; looks closely at the characteristics of the target market; examines the development of the marketing mix and the related products; discusses ways to get the product to the market - including channels of distribution, wholesaling, retailing, sales promotion and direct marketing; and introduces specialized marketing considerations - such as consumerism and the legal environment.
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Uses practical examples and cases to apply marketing concepts and principles to actual marketing management practices.From the Back Cover:
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Book Description Prentice Hall College Div, 1997. Hardcover. Condition: New. Fac Sub. Seller Inventory # DADAX013714668X
Book Description Prentice Hall, 1997. Condition: New. book. Seller Inventory # M013714668X