Marketing: An Introduction (6th Edition)

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Marketing: An Introduction (6th Edition) image
ISBN-10:

0130351334

ISBN-13:

9780130351333

Edition: Subsequent
Released: Feb 21, 2002
Format: Paperback, 714 pages

Description:

This accessible overview helps learners master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars—(1) theory and concepts; (2) practices and applications; and (3) effective learning tools. A four-part organization details topics under the headings of: understanding marketing and the marketing management process, assessing opportunities in a dynamic marketing environment, developing marketing strategy and the marketing mix, and extending marketing. For individuals interested in taking an intriguing, discovery-filled journey to the business of marketing—in sales forces, retailing, advertising, research, or any other areas.

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