Marketing: The One Semester Introduction - Softcover

Reynolds, Paul

Softcover

ISBN 10: 0750643811 ISBN 13: 9780750643818

Publisher: Routledge, 2001

Synopsis

Are you about to undertake a one semester or short course in marketing? If so, 'Marketing: The One Semester Introduction' is the book for you! Written by two of the most experienced and respected authors of the subject in the UK, it is specifically designed for those wanting a rapid and thorough introduction to marketing.

This book:
· is based on vast teaching experience and classroom testing to ensure that it precisely meets the needs of the business studies or modular marketing student
· provides authoritative coverage of the subject, yet avoids becoming entangled in a mass of extra theory that may prove unhelpful for preliminary study
· has an international viewpoint that guides the reader to the very heart of contemporary global marketing issues

'Marketing: The One Semester Introduction' provides exactly the right amount of theory and information to ensure rapid and high quality learning. With its succinct and clear style, the book represents an indispensable starting point for students of business studies and marketing.
Designed for those taking a first course in marketing and focusing on the needs of the business studies/modular student
Coverage that is authoritative but does not include the mass of extra theory that is not of interest
Provides an international view that takes the reader to the heart of contemporary global marketing issues.

About this title

From the Publisher:

The text is based on vast teaching experience and wide classroom testing through use in a range of programmes in the UK and elsewhere. For all business studies and marketing students, theory and information is presented at just the right depth to allow rapid and high quality learning.

About the Author:

Geoff Lancaster is Chairman of the Durham Associates Group of Companies which is headquartered at Caste Eden, Co-Durham with offices in Bahrain, Oman, Dubai, Saudi Arabia, Zambia and Zimbabwe. The company is in corporate communications and also manages higher degree programmes overseas for two UK universities. He has written approximately 25 marketing textbooks plus more than 100 academic refereed journal and conference papers. He was senior examiner to the Chartered Institute of Marketing for approximately 15 years and was their senior academic adviser from 1994-1998.

About this edition

• Publisher: Routledge
• Publication date: 2001
• ISBN 10: 0750643811
• ISBN 13: 9780750643818
• Binding: Paperback
• Edition number: 1
• Number of pages: 448