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The Marketing Pocketbook

出版	Management Pocketbooks, 2003
ISBN	19037761559781903776155
URL	http://books.google.com.hk/books?id=bEo-PgAACAAJ&hl=&source=gbs_api

註釋Designed to give readers a thorough grounding in the basic concepts and theories of marketing, the pocketbook is structured into three parts. The first part deals with the fundamental concepts, while part two addresses the marketing process - in other words, how to go about it. The final part explains how to put the theory into practice. a marketing strategy, to the planning and implementation of marketing campaigns. lectured extensively about marketing and related subjects. They have worked together on the publication of several other marketing-related books, including Marketing for Success (Kogan Page).