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Marketing : An Introduction

ISBN: 9780136021131 | 0136021131
Edition: 9th
Format: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2009

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This best-selling, brief introduction to marketing teaches students marketing using a customer value framework. The ninth edition includes new and expanded material on Integrated Marketing Communication, social networks, measuring and managing return on marketing, creating customer value, building and managing customer relationships, marketing accountability and return on investments, and direct and online marketing. For marketing professionals who believe customer valueis the driving force behind every marketing strategy.

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