Understanding Marketing

By:

Mark Davies

Format:

Paperback / softback

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Description

Introducing the goals and techniques of marketing, this text looks at the business environment in which it takes place. It considers the role of market research in helping companies target and segment their markets, and position their products. The book also introduces the fundamentals of consumer and organizational buying behaviour; shows how organizations manage specific products; and presents all the marketing communications channels available to companies, from direct to advertising and public relations.

Release date Australia

September 26th, 1997

Author

Mark Davies

Audience

Professional & Vocational

Country of Publication

United States

Imprint

Addison Wesley

Pages

400

Publisher

Pearson Education (US)

Dimensions

174x234x18

ISBN-13

9780134904672

Product ID

1807235

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