'If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this the book for you' -
Emeritus Professor Michael J Baker
Sweet little book to assist those students wanting a quick immersion into the world of marketing - mainly for those coming from a practitioners perspective.
Some course material in a management module had a marketing flavour. Good introduction to the key issues in Marketing for students unexposed to the area.
Very well written. Humoristic, but also serious. Nice overview of marketing gurus
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