Description
Assuming no prior marketing knowledge, A Complete Guide provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant marketing issues.
Book Details
Format
Paperback
Pages
448 pages
Language
English
Published
Jul 4, 2003
Publisher
Palgrave Macmillan
Editions
2 editions
ISBN-10
033399437X
ISBN-13
9780333994375