This book both explains the received wisdom about marketing and at the same time provides the counter-arguments which moderate the debate. Principles & Practice of Marketing examines what marketing will and will not do, and seeks to strike a balance between academic thinking and practical experience. It is an ideal introduction for students new to marketing and to business generally, at undergraduate and postgraduate level.
Principles and Practice of Marketing
Author: Jim Blythe
SKU: 9781408011478 Category: Marketing