Management in Marketing: Basic Principles
Description:
The text provides an understanding of the basic principles of marketing management and takes an integrated look at the marketing function, placing it in a general management context. It is presented in a user-friendly manner and is designed to operate as a workbook rather than a textbook.
Marketing in Management provides a complementary text to John Frain's Introduction to Marketing, and is essential to the LCCIEB syllabus.
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