Table of contents

  1. Front Matter
    Pages i-viii
  2. Geoff Lancaster, Paul Reynolds
    Pages 1-12
  3. Geoff Lancaster, Paul Reynolds
    Pages 13-26
  4. Geoff Lancaster, Paul Reynolds
    Pages 27-41
  5. Geoff Lancaster, Paul Reynolds
    Pages 42-69
  6. Geoff Lancaster, Paul Reynolds
    Pages 70-100
  7. Geoff Lancaster, Paul Reynolds
    Pages 101-117
  8. Geoff Lancaster, Paul Reynolds
    Pages 118-148
  9. Geoff Lancaster, Paul Reynolds
    Pages 149-167
  10. Geoff Lancaster, Paul Reynolds
    Pages 168-190
  11. Geoff Lancaster, Paul Reynolds
    Pages 191-208
  12. Geoff Lancaster, Paul Reynolds
    Pages 209-234
  13. Geoff Lancaster, Paul Reynolds
    Pages 235-265
  14. Geoff Lancaster, Paul Reynolds
    Pages 266-289
  15. Geoff Lancaster, Paul Reynolds
    Pages 290-306
  16. Geoff Lancaster, Paul Reynolds
    Pages 307-317
  17. Back Matter
    Pages 318-327

About this book

Introduction

This introductory text provides a comprehensive guide which is structured to cover milestones in marketing thinking and demonstrate their application. It will be useful to students coming to the subject for the first time but will also benefit practitioners as an aid to tactical marketing thinking and as a pointer to more advanced strategic marketing planning processes and structures.

Keywords

Distribution international marketing marketing Promotion strategic marketing

Bibliographic information