Fundamentals of Marketing

by Marilyn Stone, John Desmond, J.B. McCall, et al.

Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also...

• Format: Paperback
• Language: English
• ISBN: 0415370973
• ISBN13: 9780415370974
• Release Date: February 2007
• Publisher: Routledge
• Length: 512 Pages
• Weight: 1.60 lbs.
• Dimensions: 1.0" x 7.4" x 9.7"