This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background

This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background

This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of

This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for

Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to mark