Geoffrey Lancaster Bücher

Logically structured, this book covers the practice of selling, sales channels, recruitment and training, and sales control. This edition places particular emphasis on the international aspects of selling and sales management.

Essentials of Marketing is suitable for introductory courses in marketing at all levels - undergraduate, post experience, postgraduate and professional courses. Not only does this text cover the basic elements of the marketing mix, but it also includes discussion on wider issues such as the place of marketing in business and associated strategic matters.