Book format: An electronic version of a printed book that can be read on a computer or handheld device designed specifically for this purpose.
Publisher: Letts Educational: 2nd Revised edition edition (Nov. 1990)
By: Anthony R. Morden (Author)
Offering an introduction to the principal ideas and concepts of the theory and practice of marketing, this updated edition is intended for anyone working in the field of marketing and sales, and particularly for students on the following courses: Certificate in Marketing: BTEC National and HNC/D Business and Finance: ACCA: CIMA: IIM: BA Business Studies: BA Marketing: BA Accounting: DMS: DIP/MSc Agricultural Marketing. The book contains a revised chapter on marketing strategy and planning, a new section on the marketing of services appropriate to both the commercial and non-profit/public sector, a new chapter on Green marketing, reflecting the growing importance of this topical subject, and additional sample assignments and group projects. These assignments and projects are aimed at student-centred learning, whether at post-experience, undergraduate or BTEC HND level.