TY  - BOOK
AU  - Smith,P.R.
TI  - Great answers to tough marketing questions
SN  - 0749440228
AV  - HF5415.13 .S598 2003
U1  - 658.8 21
PY  - 2003///
CY  - London, Sterling, VA
PB  - Kogan Page
KW  - Marketing
KW  - Management
N1  - Includes bibliographical references and index; 1; Basic concepts and definitions of marketing --; 2; Segmentation, position and the marketing mix --; 3; Marketing planning --; 4; Buyer behaviour --; 5; Marketing research --; 6; Product decisions --; 7; Service decisions --; 8; Pricing decisions --; 9; Distribution decisions --; 10; Integrated marketing communications --; 11; E-marketing
N2  - "Refreshingly easy to read - and use - Great Answers to Tough Marketing Questions provides a mix of challenging, intriguing and entertaining questions. The accompanying illuminating answers are guaranteed to give your skills and knowledge an immediate boost." "Whether you're a first-time manager, a student of marketing or even a seasoned practitioner, you'll find Paul Smith's original, fast-paced approach inspiring. Spot-on answers reveal both practical solutions and deeper insights into every aspect of the marketing discipline."--BOOK JACKET
ER  -