Essentials of marketing

Summers, Jane and Gardiner, Michael and Lamb, Charles and Hair, Joseph F. and McDaniel, Carl (2003) Essentials of marketing. Thomson Nelson Australia Pty Ltd, Melbourne, Australia. ISBN 0170104613

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This text is written for Australian and New Zealand students who are taking a one-semester subject in introductory marketing. It provides a concise yet comprehensive coverage of marketing theory and practice, and will give marketing major students a sound knowledge base to build upon, and business students, tools needed for marketing applications.

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Item Type: Book (Commonwealth Reporting Category A)
Refereed: No
Item Status: Live Archive
Additional Information: Unavailable in electronic format. Text book.
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 13 Jan 2010 04:46
Last Modified: 21 Sep 2016 03:03
Uncontrolled Keywords: marketing; essentials; introductory
Fields of Research : 13 Education > 1301 Education Systems > 130103 Higher Education
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
13 Education > 1302 Curriculum and Pedagogy > 130203 Economics, Business and Management Curriculum and Pedagogy
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing

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