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The marketing book

Baker, Michael J.

The marketing book - 5th ed. - Oxford : Butterworth-Heinemann, 2002 - 834p.

includes chapter references and index ILM Module D3.6

Addresses all the necessary themes for the modern marketer, extensively updated to reflect changes and trends in current marketing theory and practice

ISBN: 0750655364

Subjects--Topical Terms:
Marketing
Consumer behaviour
Product innovation
Consumer attitudes
Promotional techniques
Customer care
International marketing

Subjects--Facted Index Terms:
Retail trades + marketing

Index Terms--Genre/Form:
Marketing

Index Terms--Function:
Marketing

Dewey Class. No.: 658.8

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