000			01364nam a22001697a 4500
008			121008t xxu||||| |||| 00| 0 eng d
020			_a1858050200
050			_aHF5415.J35
100			_aJefkins, Frank
245			_aA First course in marketing. / _cFrank Jefkins
250			_a2nd ed.
260			_aLondon: _bDP Publications, _cc1993.
300			_aiv, 268 p.: _bill.; _c21cm.
505			_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.
650			_bMarketing
942			_2lcc _cBK
999			_c2401 _d9901