Principles of Marketing

Principles of Marketing is widely recognised as a comprehensive, user-friendly introduction to the study of marketing. All the key topics in marketing are covered providing a detailed, student-friendly and accessible introduction to the subject. This second edition has been strengthened to reflect valuable feedback from throughout the academic community. In addition the comprehensive and unprecedented supplements package has been updated, including The FT Marketing Casebook, dedicated website, Multiple Choice Question Bank, OHP masters or full colour Powerpoint, Instructor's Manual and Video Cases.