Publisher's Synopsis
"Principles of Marketing" contains up-to-date coverage of mainstream marketing principles for today's changing world. An abundant amount of current examples are included (British Airways, McDonalds etc) to give a realistic approach. Discussions of leading edge topics such as direct marketing, changes in Eastern Europe, database marketing and many other current issues are covered.;This book should be of interest to undergraduate and graduate students of marketing and business; marketing and business professionals and management professionals.
