Marketing /
G. B. Giles.
- 5th edition
- London : Macdonald & Evans, c1990.
- x, 294 p. ; 22 cm.
- The M. & E. handbook series .
CONTENTS
PART ONE: WHAT IS MARKETING ABOUT? Marketing defined Consumer behavior Marketing research
PART TWO: PRODUCT POLICY AND MARKETING MIX Product policy and planning pricing and demand Advertising and promotion: objectives and institutions Advertising and promotion: campaign planning and evaluation
PART THREE: ORGANISATION FOR MARKETING Organization and control channels of distribution sales management specific markets: the marketing of industrial goods and services International marketing