Publisher's Synopsis
This interactive workbook describes the principles and techniques of marketing in a way that business people and students can understand and apply to all business activities. Divided into two sections, Part 1 looks at the principles and components of marketing, the internal and external audits, research, targeting forecasting and communications. Part 2 is an easy-to-use planning manual which guides the user through the production of a comprehensive marketing plan for a variety of products and sales regions.
