TY  - BOOK
AU  - Randall,Geoffrey
TI  - Principles of marketing
SN  - 0415072662
SN  - 978041507
AV  - HF5415 .R3233 
PY  - 1993///
CY  - London, New York
PB  - Routledge
KW  - Marketing
N1  - 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
ER  -