Introduction to Marketing

By John Frain

Introduction to Marketing offers all students new to the subject a deep insight into the development of marketing as a 'whole organization' activity. The book focuses on the link between marketing and corporate strategy, combining a detailed coverage of basic themes and issues with a 'how to do it' approach. Comprehensive and accessible in scope and style, the text incorporates numerous examples of 'marketing in action.' .

• Format: Paperback
• Language: English
• ISBN: 0712109692
• ISBN13: 9780712109697
• Release Date: December 1983
• Publisher: Trans-Atlantic Publications
• Length: 256 Pages
• Weight: 1.11 lbs.