GEOFFREY RANDALL - Principles of Marketing

London England, International Thomson Business Press, 1997. 1st Internation Thomas Business Edition, Binding: Softcover, Fine. 8vo - over 7¾" - 9¾" tall 1861523440 Softcover Marketing is an essential function of any successful business. The expertise involved in understanding the market and the connection that exist between the organization and the customer are important in company-wide decision-making. This text offers a thoroughly readable, up-to-date analysis of marketing in practice. Using a wide selection of examples, Geoffrey Randall discusses the central marketing elements, explaining the concepts underpinning such topics as market information and research, segmentation, targeting, product development, promotion and distribution, showing that marketing is fully intergrated with the management process and plays a vital role in corporate strategy and planning.