01364nam a22001697a 4500 121008t xxu||||| |||| 00| 0 eng d 1858050200 HF5415.J35 Jefkins, Frank A First course in marketing. / Frank Jefkins 2nd ed. London: DP Publications, c1993. iv, 268 p.: ill.; 21cm. Contents: 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. Marketing lcc BK 2401 9901 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2012-10-08 0 HF5415.J35 6142/12 2012-10-08 00:00:00 1 2012-10-08 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2012-10-08 0 HF5415.J352 6143/12 2012-10-08 00:00:00 2 2012-10-08 BK