Are you about to undertake a one semester or short course in marketing? If so, 'Marketing: The One Semester Introduction' is the book for you Written by two of the most experienced and respected authors of the subject in the UK, it is specifically designed for those wanting a rapid and thorough introduction to marketing. This book: - is based on vast teaching experience and classroom testing to ensure that it precisely meets the needs of the business studies or modular marketing student- provides authoritative coverage of the subject, yet avoids becoming entangled in a mass of extra theory...

The text provides information on the core elements of the subject of marketing without the depth that often surrounds these to ensure that the basic concepts are easily identifiable and accessible. Students on MBA courses often do not have time to read a long text as they are studying many subjects, therefore they require a good, basic guide pitched at the appropriate level to be able to be absorbed quickly but still provide enough of a strategic element to stretch them.Written by a successful author team, Management of Marketing covers the key topics of the marketing...