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From the Publisher"...[U]seful to undergraduate students wanting an accessible overview of the major areas of marketing. ...Chapters are easy to understand, and most contain helpful figures or tables. ...Summing Up: Recommended. Students, lower-division undergraduate and up, and practitioners." —CHOICE
"Each chapter of this overview for business professionals focuses on one of the core subject areas of a typical MBA marketing program... The book's reader-friendly layout features figures and tables, bullet points, and case study boxes." — Book News, Inc.