01313nam a22001457a 4500008004100000020001500041050001500056100001900071245005000090250001200140260003800152300003000190505093300220650001401153121008t        xxu||||| |||| 00| 0 eng d  a1858050200  aHF5415.J35  aJefkins, Frank  aA First course in marketing. /cFrank Jefkins  a2nd ed.  aLondon:bDP Publications,cc1993.  aiv, 268 p.:bill.;c21cm.  aContents: 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.  bMarketing