Table of contents

  1. Front Matter
    Pages i-xiii
  2. Douglas Foster
    Pages 1-31
  3. Douglas Foster
    Pages 32-49
  4. Douglas Foster
    Pages 50-69
  5. Douglas Foster
    Pages 70-103
  6. Douglas Foster
    Pages 104-126
  7. Douglas Foster
    Pages 127-149
  8. Douglas Foster
    Pages 150-166
  9. Douglas Foster
    Pages 167-199
  10. Douglas Foster
    Pages 200-228
  11. Douglas Foster
    Pages 229-248
  12. Douglas Foster
    Pages 249-274
  13. Back Matter
    Pages 275-287

About this book


This highly successful book has now been thoroughly revised and extended to cope with marketing in the nineties. Two new chapters have been added, on Pricing and Sales Forecasting, while the impact of computers, information systems, logistics and other developments have been covered. The book treats marketing as an activity that can be applied to both manufacturing and service industries, and in both trading and non-trading areas. Written for students needing a good general introduction to marketing, and business people who need to learn more about this vital area of modern business practice. The writers draw on their wide experience both in business and as teachers, leading to a book which is academic enough for examination purposes, but practical enough to provide immediate benefit to managers.


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