TY  - BOOK
AU  - Jefkins, Frank
TI  - A First course in marketing.
SN  - 1858050200
AV  - HF5415.J35 
PY  - 1993///
CY  - London
PB  - DP Publications
KW  - Marketing
N1  - Contents: The Nature of marketing: what is marketing? -- What is the marketing mix? -- How does competition affect marketing strategy? -- What is the product life cycle? -- Sales forecasting, price and marketing research: How are sales forecasts and risks assessed? -- What determines price? -- What is marketing research? -- Distribution: How are goods and services distributed? -- How has distribution changed in recent years? -- How is direct response marketing conducted? -- Promotion and public relations: What is the role of advertising? -- How can public relations help marketing? -- What is the role of sales promotion? -- How can sponsorship help marketing? -- How are industrial and business-to-business goods and services marketed? -- Consumerism, legal and voluntary controls: How does consumerism affect marketing? -- Legal controls affecting marketing -- Self-regulatory controls affecting marketing -- Appendices
ER  -