Marketing: A Complete Guide

Marketing: A Complete Guide

by Martin Christopher, Malcolm McDonald
     
 

Assuming no prior marketing knowledge, Marketing: 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…  See more details below

Overview

Assuming no prior marketing knowledge, Marketing: 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.

Product Details

ISBN-13:
9780333994368
Publisher:
Palgrave Macmillan
Publication date:
08/16/2003
Edition description:
REV
Pages:
448
Product dimensions:
7.22(w) x 9.12(h) x 1.39(d)

Meet the Author

Martin Christopher is Professor of Marketing and Logistics, Cranfield School of Management and Deputy Director of the School with responsibility for Management Development Programmes.

Malcolm McDonald is Professor of Marketing Strategy, Cranfield School of Management and is Deputy Director of the School with responsibility for e-business.

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