"A Halsted Press book." Includes bibliographical references and index.
Contents:
The cost of the marketing function / Christopher West -- Product planning and the search for new products on a small budget / Mark Sloan -- Research and development on a small budget / Brian Fletcher -- Test marketing in the low budget marketing mix / Richard Eassie -- Marketing research on a small budget / Christopher West -- Public relations on a small budget / Norman Hart -- Advertising and sales promotion on a small budget / John Naylor -- Sales development on a small budget / Gordon Brand -- Exporting on a small budget / Simon Hodgson -- Organising for marketing on a small budget / Richard Skinner -- Appendix: Polyart--a case study in small budget marketing / David Jones.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.