Marketing [antikvár]

Preface to the fifth edition This Handbook has been written to provide a vade-mecum for mature students undertaking their first formal course in marketing. It should, therefore, be of special value to those undertakmg courses leading to the Certificate and Diploma m Management Studies, the National and Higher National Certificates and Diplomas of the Business and Technician Education Council and Part 1 of Business Studies degree courses, as well as those preparing for the examinations of the Institute of Marketing, Certificate and Diploma courses of the Communication, Advertising and Marketmg Education Foundation and certain other professional bodies. It is widely used as an introductory text on business and marketing degree courses in various parts of the world and has been translated into other languages. Practising businessmen and women may also wish to have a compact reference book of this kind. The coverage of subject matter is extensive, but the presentation has been condensed into the form of study notes for ease of comprehension. In addition to providing a basic framework of study, the book is intended to assist the student in examination revision. It has been gratifying to find the earlier editions read and used in so many parts of the world both in English and translated versions. As a result of this ever-growing response, I have been concerned in this fifth edition not simply with the inevitable updating but with extending the breadth and depth of the subject matter still further. Additional material has been introduced on the impact of