Marketing

An examination of the whole marketing process within a business. It covers the development of marketing strategies and plans from the results of market research and audits. Current issues, such as marketing ethics, global marketing and the impact of technology, are placed centrally within traditional marketing theory. All of these aspects are examined in an analytical and evaluative manner, building a critical understanding of marketing in business success. The book is designed for A Level business studies students, with the aim of developing an in-depth understanding of the subject by highlighting analytical and evaluative issues within this area of business activity. The text also seeks to reinforce and enhance examination skills. It is part of a series of six books, which are accompanied by a Teacher's workbook providing photocopiable mark schemes and suggested answers to all the questions.