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