01259nam a2200265Ia 4500 TVU_14859 210423s9999 xx 000 0 und d 0324421508 9780324421507 eng 658.8 C109 Charles, W. Lamb, Jr. Essentials of marketing Charles W. Lamb, Jr. Mason, OH Thomson Learning 2006 544 p. ill. 28 cm 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 Essentials of marketing Charles W. Lamb; Jr. Trung tâm Học liệu Trường Đại học Trà Vinh