There are only two categories of purchases that people can make: products or services. Each, by its very nature, demands a different approach to marketing and s

Written in two parts, this handbook provides a reference for practitioners, and for those who wish to complete a professional qualification. The first part expl

Pricing is an emotive and complex topic, demanding an understanding of a number of domains of business knowledge. In this accessible handbook we present practic

Distribution within an organization relates to processes, people and interrelations between other organizations which connect the production of the products and

Marketers should be aware that there is a large amount of regulation and legislation and that ignorance of the law is not an excuse. However, many marketers fee