Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter cas
Marketing is a way of doing business. It is all pervasive, a part of everyone’s job description. Marketing is an expression of a company’s character, and is
This text provides coverage of the managerial approach to marketing fundamentals, stressing the importance and necessity of a customer-oriented approach. Each c
Foundations of Airline Finance: Methodology and Practice is a textbook that comprehensively covers, at a basic level, all aspects of the subject, bringing toget
This text begins by introducing basic concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning.