Marketing - George Bernard Giles (Sixth Edition)

The M+E Handbook Series provides concise and comprehensive coverage of a wide range of subjects in business, finance and law.

The M+E Handbooks are clearly structured for ease of use, fully up to date, and ideal for students and professionals who want to grasp the essentials of a subject quickly and thoroughly.

Marketing Sixth Edition

- provides a concise but extensive, and a theoretically sound but practically oriented, coverage of marketing in a fast- changing social and economic environment

- offers a balance of product and social and professional services marketing

- provides an up-to-date account of: product/service planning and pricing; consumer and corporate buying behaviour; campaign planning, evaluation and research; analysis methods; and marketing mix

- updates the material on advertising codes and standards, agencies, media costs and selection, sponsorship, and the public interest

- also updates direct marketing, electronic shopping, shelf space issues, private branding, discount stores, network marketing, and international marketing issues particularly legal and political factors

- is of particular value to HNC/HND, CMS, DMS and first-year degree students; and those on professional courses such as the CIM and CAM Foundation