TY  - BOOK
AU  - Blythe,Jim
TI  - Essentials of Marketing
SN  - 0273630210
AV  - HF5415 .B595 1998
U1  - 658.802 21
PY  - 1998///
CY  - London
PB  - Financial Times Pitman Publishing
KW  - Marketing
N1  - "Financial Times Management"--T. p. verso; Includes bibliographical references and index; . What do Marketers Do?2. Marketing Environment and Strategy3. Consumer and Buyer Behaviour4. Segmentation and Targeting5. Market Research6. Product Policy7. Pricing Strategies 8. Distribution9. Marketing Communications and Promotional Tools10. Marketing Planning, Implementation and Control11. International Marketing12. Sustainable Marketing
N2  - This text aims to give non-specialist students a full understanding of the basics of marketing in a concise and accurate way by following the conventional marketing planning model. Real life case studies have been used to show how marketing works in the real world
ER  -