Böcker av Sally (Coventry University Dibb

Explains the nature of marketing and the importance of understanding the complexities of the market place in a concise manner. This title follows a logical structure enabling students to see how effective marketing requires an analysis of the market place, the recommendation of a marketing strategy and the implementation of the desired strategy.

Explains the key aims behind the segmentation process and shows how to build up a strategy for identifying and targeting segments effectively.