This book provides a broad and comprehensive introduction to the principal ideas and concepts of the theory and practice of marketing. Whilst the book will be of interest to anyone working in the field of marketing and sales, it will be of particular value to:
• professional students taking qualifying examinations of the Chartered Institute of Marketing, or equivalent examinations of other professional institutions that include the study of marketing within their syllabus
• post-experience students on DMS courses (etc)
- undergraduate students on BABS courses, also B. Com., B. Eng. etc
• BTEC students on Business and Finance Studies (etc), Higher Diploma and Higher Certificate courses; also SCOTVEC, Irish NCEA National Certificate/Diploma....