9781426627361

Essentials of Marketing

  • ISBN 13:

    9781426627361

  • ISBN 10:

    142662736X

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 02/04/2008
  • Publisher: CENGAGE Learning

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

The text provides an introduction to the field of marketing, presenting basic concepts and current marketing theory, along with memorable and up-to-date marketing practice examples. The text offers an understanding of marketing within a constantly-changing and increasingly-complex global environment, and offers compelling examples of business-to-business marketing principles, and examples of marketing through channel structures from the producer to the end consumer.

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