This new book provides over 40 ten-minute 'reads' on most of the key concepts in marketing. Each concept is dealt with in a clear, concise and stand-alone fashi

`If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this is the book for you′

In The Present Environment Of Increasing Global Competition, Marketing Has Emerged As The Key Factor In Any Commercial Enterprise. This Book Explains The Basic

This volume includes the full proceedings from the 1999 World Marketing Congress held in Qawra, Malta with the theme Global Perspectives in Marketing for the 21