Essentials of Marketing
Essentials of Marketing
- ISBN 13:
9781592602711
- ISBN 10:
1592602711
- Edition: 2nd
- Format: Paperback
- Copyright: 01/12/2006
- Publisher: Cengage Learning
- Newer Edition
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Summary
Formerly Marketing Frontiers: An Introduction to Marketing, this new edition introduces the challenges of marketing and an in-depth examination of those marketing management skills essential for handling the problems of a company in a complex economic, political, technological, and socio-cultural environment. Students -- adopting the stance of marketing consultants -- will solve a broad range of marketing problems, including consumer and industrial marketing problems, social marketing problems, as well as specific and general local and global marketing problems.