This manual seeks to provide a broad and comprehensive introduction
to the principal ideas of the theory and practice of marketing,
intended particularly for students taking certificate level
examinations of the major professional institutions - such as IOM,
BTEC and SCOTVEC - or whose syllabus includes the study of
marketing. It can be used both as a class textbook and for
individual study. It may also prove useful for practising managers
and specialists undergoing in-company training and development. The
material is structured around sections and chapters which deal with
the various specific concepts and topics. Each chapter is
summarized and each section has questions for self-review and full
past paper questions. A variety of case study material is provided.
The manual is on the official reading list of ACCA paper 2.5(b)
Organization and Management. A lecturer's supplement is available.
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