Introduction to marketing / Susan Dann, Stephen Dann Dann, Susan J

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Dann, Susan J
Marketing - Textbooks.; Marketing.
This book delivers an introduction to marketing without overlapping significantly into strategic management or expecting a range of prior industry experience. Features include: key concepts are highlighted throughout the text ; the chapters include the following vignettes : global perspectives, ethics and marketing, SME marketing, business practice and entrepreneurial focus ; in addition to the vignettes, the chapters include examples of real-world companies applying the theory discusses in the text ; and the accompanying CD features a running case study of Eagle Boys Pizza that relates back to the content in each chapter.
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