Basic Marketing: Principles and Practice

Cannon, Tom

ISBN 10: 0304316733 / ISBN 13: 9780304316731

Published by Cengage Learning EMEA, 1992

About this Item

Dispatched, from the UK, within 48 hours of ordering. This book is in good condition but will show signs of previous ownership. Please expect some creasing to the spine and/or minor damage to the cover. Aged book. Tanned pages and age spots, however, this will not interfere with reading. Ex-library book with stamps on the first page, it is also likely to have a small shelf number sticker on the spine.

Seller Inventory # CHL10869254

Bibliographic Details

• Title: Basic Marketing: Principles and Practice
• Publisher: Cengage Learning EMEA
• Publication Date: 1992
• Language: English
• ISBN 10: 0304316733
• ISBN 13: 9780304316731
• Binding: Paperback
• Condition: Used; Good

About this title

Synopsis

Updated to accommodate changes that have occurred in recent years, this textbook examines the complex conditions and increasing competition facing businesses, and how traditional marketing techniques are being adapted to suit these more specialized needs. The role of information technology is discussed with reference to its impact on marketing - notably marketing management and marketing information services. The text reflects recent developments, particularly the growing importance of internationalism and the Single European Market, the application of new technologies, the growth of consumerism, environmentalism and the changing role of the state. The fundamental assumption of the book is that the interplay of academic and practical knowledge holds the key to understanding and applying marketing.