Essentials of Marketing

by Jim Blythe

This introductory textbook covers all aspects of marketing from the development of the marketing concept through consumer behaviour, segmentation, targeting and positioning to branding and pricing strategies. It is written in a clear and lively style, ideal for all students of marketing.

Genres: Business

287 pages, Hardcover

First published May 1, 1998

Reviews

[Sofia]

Not bad for summing up four years in university