Publisher's Synopsis
This lecturer's guide accompanies the student text of the same name. The student textbook reflects the increasing integration of marketing and international marketing on a wide variety of courses. It provides an introduction to both areas, taking an applied approach wherever possible.;It offers an introduction to marketing, relates theory to practice, looks in detail at issues in marketing, services, exporting and points out the full implications of adopting a market-led strategy for organizations.;Each chapter contains learning objectives, key terms, review and discussion questions and a case study.;It is suitable for BTEC HND/C students of business and finance, BA/BSc students on a range of degree courses in business studies, marketing, international marketing, management and European studies as well as CIM and CMS/DMS students.
