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Essentials of Marketing (2nd)
ISBN: 9780324043761 | 0324043767
Edition: 2ndFormat: Paperback
Publisher: South-Western College Pub
Pub. Date: 3/23/2000
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Textbook delivers a slimmed-down version of the knowledge found in 'Marketing', Fifth Edition, in a streamlined, condensed, easy-to-use format. Contains comprehensive coverage of current topics including global marketing, ethics, customer value and quality, and Internet marketing. Referenced Web site provides additional resources. For students. Softcover. DLC: Marketing.
| PART 1 The World of Marketing | 1 | (3) | |||
| 4 | (22) | |||
| 26 | (36) | ... MORE|||
| 62 | (43) | |||
| PART 2 Analyzing Marketing Opportunities | 105 | (150) | |||
| 108 | (44) | |||
| 152 | (26) | |||
| 178 | (32) | |||
| 210 | (45) | |||
| PART 3 Product and Distribution Decisions | 255 | (154) | |||
| 258 | (28) | |||
| 286 | (24) | |||
| 310 | (48) | |||
| 358 | (51) | |||
| PART 4 Integrated Marketing Communication and Pricing Concepts | 409 | (128) | |||
| 412 | (44) | |||
| 456 | (38) | |||
| 494 | (2) | |||
| 496 | (41) | |||
| Appendix: Careers in Marketing | 537 | (2) | |||
| Glossary | 539 | (13) | |||
| Endnotes | 552 |
