Title:
Principles and practice of marketing
Author:
Blythe, Jim.
ISBN:
9781408011478
Personal Author:
Edition:
2nd ed.
Publication Information:
Andover, Hampshire, U.K. : South-Western/Cengage Learning, ©2009.
Physical Description:
xxi, 744 pages : color illustrations ; 28 cm
General Note:
Prev. ed.: London : Thomson, c2006.
Abstract:
The intention of this book is to explain the received wisdom about marketing, and provide the counter-arguments which moderate the debate. It examines what marketing does, and seeks to strike a balance between academic thinking and practical experience. It is meant for students new to marketing and to business.
Electronic Access:
Table of contents http://bvbr.bib-bvb.de:8991/F?func=serviceetdoc_library=BVB01etdoc_number=017549247etline_number=0001etfunc_code=DB_RECORDSetservice_type=MEDIA