Publisher's Synopsis
This handbook has been designed for students undertaking their first formal course in marketing. It should be, therefore, of special interest to those undertaking courses leading to the Certificate and Diploma in Management Studies, the National and Higher National Certificates and Diplomas of the Business and Technician Education Council. Other relevent courses include Part 1 of Business Studies degree courses, as well as those preparing for the examinations of the Institute of Marketing, Certificate and Diploma courses of the Communication, Advertising and Marketing Education Foundation, and certain other professional bodies.;The coverage of the subject material is extensive, but the presentation has been condensed into the form of study notes for ease of comprehension. In addition to providing a basic framework of study, the book is intended to assist the student in examination revision.
