Marketing: Jessup, Jessup

A perfect introduction for students and laypeople alike, A Degree in a Book: Marketing provides you with all the concepts you need to understand the fundamental issues.
Filled with helpful diagrams, suggestions for further reading, and easily digestible features on important marketing professionals, ideas, and companies, this book makes learninq the subject easier than ever. Including campaigns from Apple to Kellogg s and Guinness to McDonald's it covers the whole range of marketing ideas and approaches.