Key Concepts in Marketing

`If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this is the book for you′ - Emeritus Professor Michael J Baker

 `Each section draws the reader in to the story - the what and why of marketing, and also deals well with how. While it is educational and informing it is also a jolly good read′ - Heather Skinner, Prin...