TY  - BOOK
AU  - Giles,G.B.
TI  - Marketing
T2  - The M. & E. handbook series
SN  - 0712110224
U1  - 658.8 20
PY  - 1990///
CY  - London
PB  - Macdonald & Evans
KW  - Marketing
KW  - Management
N1  - 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
; Includes index
ER  -