Merging practice with theory, this introduction to marketing portrays the state of the art, providing full coverage of all major aspects of marketing, including strategic planning, demographics, marketing information systems, pricing, integrating, and analyzing marketing plans.
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Book Description
Editorial Reviews
From the Publisher
Merging current practices with theory, this, authoritative introduction to marketing is widely adopted for its lively, easy-to-read style. This text clearly portrays the state-of-the-art and captures the exciting, fast-paced nature of the field. Comprehensive in scope, it provides full coverage of all major marketing topics. The text is accompanied by a full supplements package, completely produced by the authors themselves, computer exercises, videos, video manual, detailed lecture notes, and a test bank written by the authors.
From the Back Cover
Key Benefit:Merging current practices with theory, this classic, authoritative introduction to marketing is widely adopted for its lively, easy-to-read style that clearly portrays the state-of-the-art and that captures the exciting, fast-paced nature of the field. Key Topics: Comprehensive in scope, it provides full coverage of all major marketing topics — e.g., strategic planning in marketing, marketing and society, global aspects of marketing, demographics, marketing information systems, the use of marketing by nonprofit organizations, pricing, integrating and analyzing marketing plans.
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5.0 out of 5 stars
Excellent book!,
By A Customer
This review is from: Marketing (Hardcover)
Read it for a 400 level college course. Got an A and now a great marketing job.
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