Marketing fundamentals / Geoff Lancaster and Frank Whitey.
By: Lancaster, Geoffrey
.
Contributor(s): Withey, Frank | Chartered Institute of Marketing.
Material type: 
BookSeries: CIM student workbook seriesMarketing; Butterworth-Heinemann marketing series.Publisher: Oxford : Butterworth-Heinemann, 1994Description: 162 p. ; 30 cm. + pbk.ISBN: 0750619988.Subject(s): MarketingDDC classification: 658.8 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Store Item | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00068525 |
Enhanced descriptions from Syndetics:
Aimed at students studying for the Marketing Fundamentals module in the CIM Foundation Certificate. Each chapter includes: chapter objectives; chapter tasks; practical examples and case studies; questions to test your knowledge; where to find out more; chapter summary; and revision tips.
Published on behalf of the Chartered Institute of Marketing.
Cover title: Marketing fundamentals : revision tips, exam hints, model answers : certificate syllabus '94-'95.
Includes index.
The marketing culture -- Tools of marketing: marketing research -- Tools of marketing: product -- Tools of marketing: portfolio management and new product development -- Tools of marketing: price -- Tools of marketing: place -- Tools of marketing: promotion -- Combining and extending the marketing mix: elements of planning and control -- Customer care -- The evolving marketing culture