BooknewsThe new edition of this text (last, 1994) presents an updated treatment of the modern context of marketing, including societal, ethical, consumer, and global issues, followed by an introduction to consumer analysis; the planning of products; distribution, promotion, and price; and marketing management. Makes ample use of charts, informational boxes, and color illustrations. Annotation c. by Book News, Inc., Portland, Or.
MARKETING explains all major principles, defines key terms, integrates topic, and demonstrates how marketers make everyday and long-run decisions.
- Prentice Hall Professional Technical Reference
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