Marketing: A Complete Guide (by Malcolm McDonald, Martin Christopher)


Author(s): Malcolm McDonald, Martin Christopher

Publisher: Palgrave Macmillan
Publish date: 2003-08-16
ISBN-10: 0333994361
ISBN-13: 9780333994368
Language: English
Description:
Assuming no prior marketing knowledge, Marketing: A Complete
Guide provides a concise yet comprehensive view of marketing
within the context of business and society for anyone seeking a
general introduction to the topic. Drawing on their substantial
teaching and research experience, Martin Christopher and Malcolm
McDonald focus on the important and useful aspects of each topic
to provide practical and authoritative insights into significant
marketing issues.

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