MARKETING PRINCIPLES AND PRACTICE

BUILDING ON THE ENORMOUS SUCCESS OF PREVIOUS EDITIONS, THIS BEST-SELLING TEXT HAS BEEN UPDATED AND REVISED, AND CONTINUES TO PROVIDE AN UP-TO-DATE AND STUDENT-FRIENDLY INTRODUCTION TO MARKETING. MARKETING PRINCIPLES ARE EXPLAINED IN THE CONTEXT OF ORGANISATIONS, BUSINESS MANAGEMENT PRACTICE AND THE CHANGING BUSINESS ENVIRONMENT. EXAMPLES AND SHORT CASE STUDIES ARE USED TO BRING THE SUBJECT TO LIFE, EMPHASISING THE PRACTICAL ASPECTS OF THE SUBJECT AS WELL AS THE CONCEPTS.