How well do UK Publishers of Marketing Textbooks Investigate and Understand the Market to which they are Selling?
The authors of this paper teach at the Kingston Business School where the number of under-graduates taking an introductory module in marketing at the university and its partner colleges had risen considerably. Triggered by anecdotal evidence from students, we decided to conduct regular surveys to as...
| Published in: | International Journal of the Book Vol. 8; no. 4; pp. 93 - 103 |
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| Main Authors: | , |
| Format: | Article |
| Published: |
Common Ground Research Networks
2011
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| Subjects: | |
| Online Access: | View this record in EBSCOhost |