by John Frain · Financial Times Management · tapa blanda · ISBN 9780273601425
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«Introduction to Marketing» is John Frain's marketing manual, published by Financial Times Management in paperback (319 pages, in English).
Introductory manual that presents marketing as an activity of the whole organization, not just one department. It explains its relationship with corporate strategy, reviews the fundamental concepts and topics of the discipline, and adopts a practical approach, with numerous examples of marketing in action to aid understanding.
Third edition, published in 1994. The first edition of this work appeared in 1981.
Intended for students approaching marketing for the first time.
