The publisher, Prentice Hall Business Publishing Merging current practices with theory, this, authoritative introduction to marketing is widely adopted for its lively, easy-to-read style. This text clearly portrays the state-of-the-art and captures the exciting, fast-paced nature of the field. Comprehensive in scope, it provides full coverage of all major marketing topics. The text is accompanied by a full supplements package, completely produced by the authors themselves, computer exercises, videos, video manual, detailed lecture notes, and a test bank written by the authors. --This text refers to an out of print or unavailable edition of this title. From the Back Cover Key Benefit:Merging current practices with theory, this classic, authoritative introduction to marketing is widely adopted for its lively, easy-to-read style that clearly portrays the state-of-the-art and that captures the exciting, fast-paced nature of the field. Key Topics: Comprehensive in scope, it provides full coverage of all major marketing topics — e.g., strategic planning in marketing, marketing and society, global aspects of marketing, demographics, marketing information systems, the use of marketing by nonprofit organizations, pricing, integrating and analyzing marketing plans. --This text refers to an out of print or unavailable edition of this title.
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