Introduction to Marketing: A Step-by-Step Guide to All the Tools of Marketing

Introduction to Marketing: A Step-by-Step Guide to All the Tools of Marketing

by Geoffrey Lancaster, Paul Reynolds

Paperback

$24.95

Overview

A basic, practical and thorough introduction to the whole area of marketing which gives step-by-step advice on marketing tools, considering both above and below the line of communication. The book covers the four Ps of Product, price, place and promotion, as well as important areas that affect marketing, such as distribution and logistics.Practical features include case studies models and examples checklists. An authoritative, easily accessible treatment of the subject, this book will be useful to marketing practitioners and students alike.

Product Details

ISBN-13: 9780749420956
Publisher: Kogan Page, Ltd.
Publication date: 01/28/1999
Series: Marketing in Action Series
Pages: 160
Product dimensions: 6.06(w) x 9.21(h) x 0.91(d)

About the Author

Lancaster is Professor of Marketing at London Metropolitan University, and Chairman of Durham Associates Ltd., Castle Eden, Co. Durham.

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