Marketing Today 4th Edition

by Oliver


This edition features a new chapter on marketing in the public sector along with new sections on competition and complexity; scanning databases; database marketing; co-operative strategies; developing marketing strategy; product planning; sales promotion; direct channels; competition; saturation; and internationalism. Examples are taken from many international companies, for example, Ford, Pirelli, Benetton, Mars, Coca-Cola, and Proctor and Gamble.

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