Essentials of marketing
This book is aimed at undergraduates taking an introductory marketing course. Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques, up-to-date topics such as green...
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| Idioma: | Undetermined English |
| Publicat: |
Mason, OH
Thomson Learning
2006
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| Thư viện lưu trữ: | Trung tâm Học liệu Trường Đại học Trà Vinh |
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| Sumari: | This book is aimed at undergraduates taking an introductory marketing course. Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques, up-to-date topics such as green issues, post-modern thinking, relationship marketing and ethics are also covered. The 4th edition has been thoroughly re-written to include the new 7 C's framework The language is concise and transparent making this book an enjoyable read for students. A new full colour layout also helps to engage the reader |
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| Descripció física: | 544 p. ill. 28 cm |
| ISBN: | 0324421508 9780324421507 |