Principles of Marketing (Principles of Export Guidebooks) - Softcover

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Ken Wainwright was active in exporting for over 40 years before moving into teaching. He was responsible for the country's first Postgraduate Diploma in Export Marketing and subsequently became Assistant Director of the Buckinghamshire College of Further Education. He is currently a Fellow of the Institute of Export, as well as its Examiner in Principles of Marketing, and a Member of the Chartered Institute of Marketing.

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This book is in the Principles of Export Guidebook series published in association with the Institute of Export. Each book covers a core area in the Institute's internationally renowned membership qualification.

Principles of Marketing is based on the "Principles of Marketing" module of the syllabus of the Institute of Export, and provides an excellent introduction to modern marketing.

Starting with the Marketing concept the book goes on to cover every aspect of the field including:

* Market research and product development
* Promotion, pricing, selling, and communications
* Political, legal and regulatory issues
* The special needs of exporters

Packed with examples and cases and sections on further reading and sources of information, Principles of Marketing is an ideal text for those taking professional examinations in the field, for executives in export driven businesses, and for the general business reader.