Modern Marketing (M & E Handbook)

Modern Marketing by Frank Jefkins is a useful and helpful marketing reference. The third edition (1993) is a comprehensive book which is an example of good organization and instructional thoughtfulness. The book is easy to read and understand, enjoyable, and practical that sheds light on what marketing really entails in various industries and environments worldwide. The book is recommended for those who are new to Marketing and particularly students preparing for professional examinations. There are so many examples which help to understand the theories much easier and progress tests that can help ensure that you have grasped the ideas being taught.