Financial Times Marketing Casebook, 2nd Edition

By Levela Rickard & Kit Jackson
ISBN: 0-273-63896-3
June 2000
Financial Times (Division of Pearson Education)
177 Pages
$79.50 Paper Original

Topics include: marketing dynamics; European mareting environment; buying behavior; segmenting markets; marketing onfo and research; anatomy of a product; product management; new product development; price; pricing strategies; retailers and wholesalers; promotional mix; advertising; sales promotion; personal selling; direct and internet marketing; public relations, sponsorship and exhibitions; strategic marketing; planning and control; non-profit marketing; international marketing.

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