LECTURE NOTES ON MARKETING MANAGEMENT:
THEORY AND PRACTICE
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Marketing is constantly evolving. There seems to be a schism between theory and practice in our context. Thus students need quick guides to this knowledge and appreciate its efficacy within Kenya context as well as a global view. These notes should be complementary in nature and students need to review standard Marketing texts available in College Libraries and Bookshops. In these notes we attempt to condense the vast material and present it in a readable language for students at all levels. This reflects my teaching experience in tertiary institutions of learning. Thus students at certificate...
Marketing is constantly evolving. There seems to be a schism between theory and practice in our context. Thus students need quick guides to this knowledge and appreciate its efficacy within Kenya context as well as a global view. These notes should be complementary in nature and students need to review standard Marketing texts available in College Libraries and Bookshops. In these notes we attempt to condense the vast material and present it in a readable language for students at all levels. This reflects my teaching experience in tertiary institutions of learning. Thus students at certificate, diploma and degree levels in Business Administration, Agribusiness Management, Tourism and Hospitality Management, Marketing Management, Business Management will find the text to be valuable. I have also included discourse relevant for graduate level instructions. The notes are intended as quick guides for students who desire to acquaint themselves with the theory and practice of Marketing.
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