by Frances Brassington, Stephen Pettitt · Financial Times Prentice Hall · tapa blanda · ISBN 9780273708186
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«Essentials of Marketing» is an introductory marketing textbook by Frances Brassington and Stephen Pettitt, in paperback.
Introduction to marketing for short or one-semester courses. Covers marketing dynamics, the European environment, buyer behaviour, market segmentation, marketing research, and planning and control. The second edition retains the style of Principles of Marketing and adds practical cases linking theory and real business.
Second edition published by Financial Times Prentice Hall on 16 February 2007. Paperback, 568 pages, text in English.
For marketing students in introductory or one-semester courses and for professionals seeking an overview of the discipline.
