Even though organisations have become increasingly marketing-focused in their approach - and it is clear that marketing is more than just the 'marketing department' - marketing is one of the most misunderstood areas of business. This new guide clarifies exactly what marketing is and how it works, and it explains the techniques involved. For anyone who wants to understand the marketing mix, the factors involved in pricing policy, the different methods of market research, indeed the whole business of marketing, this guide to the fundamentals will be invaluable.
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