The Essence of Marketing
- List Price: $19.95
- Binding: Paperback
- Publisher: Prentice Hall
- Publish date: 12/01/2001
Description:
This volume provides a quick-reference review of the fundamentals of marketing. Looks at the definition of marketing and its implications, the knowledge requirements for effective marketing, the marketing mix (role of product, price, promotion), distribution, sales force and its productivity, marketing planning, organization, and integration. Emphasizes the role and value of marketing in a firm's success and explores the interface between marketing decisions and overall strategy of the firm. For managers, MBA and other students.
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