Key concepts in marketing (Broché)

At its heart, marketing seeks to identify, satisfy and supply customers' expectations, their needs and their wants. It is innovation that drives marketing, and the business world is continually indebted to developments in the field of marketing, a truly vibrant area full of ideas, true professionals and many with the ability to think and act laterally. This book provides an accessible and comprehensive guide to the major themes, concepts, terms and theorists encountered in marketing.