Principles of Marketing: Activebook Version 2.0

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Principles of Marketing: Activebook Version 2.0 image
ISBN-10:

0130418145

ISBN-13:

9780130418142

Edition: 10
Released: Jan 01, 2004
Format: Paperback, 648 pages

Description:

This paperback book is invaluable as a guide for readers interested in learning the principles of marketing. Readers can personalize the material by adding notes and comments and utilizing the dynamic online resources, allowing them to learn about marketing in an exciting and real-life manner. Topics covered in this “workbook” include: understanding marketing and the marketing process (managing profitable customer relationships); developing marketing opportunities and strategies (managing marketing information, consumer and business markets, consumer and business buying behavior); developing the marketing mix (product, service, branding, and pricing strategies); managing marketing (creating competitive advantage); and the global marketplace. This activebook is perfect for the marketing manager, department head, or other marketing personnel; its comprehensive appendices make this a perfect reference for the office or home.

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