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Principles of marketing /

Randall, Geoffrey,

Principles of marketing / Geoffrey Randall. - London ; New York : Routledge, 1993 - vii, 249 p. : ill. ; 24 cm. - Routledge series in the principles of management .

Includes index

1. Introduction --
2. Understanding environments and markets --
3. Understanding customers and consumers --
4. Marketing information --
5. Segmentation and positioning --
6. The marketing mix and targeting --
7. Product policy --
8. New product development --
9. Pricing --
10. Advertising and promotion --
11. Personal selling --
12. Distribution --
13. Marketing of services --
14. Industrial marketing --
15. International marketing --
16. Putting it all together --
strategy and planning.

ISBN: 0415072662

ISSN: 9780415072663

Subjects--Topical Terms:
Marketing.

LC Class. No.: HF5415 / .R3233

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