Essentials of Marketing
ISBN-10:
142662736X
ISBN-13:
9781426627361
Author(s): Clow, Kenneth E.; Lascu, Dana-Nicoleta
Edition: 3
Description:
The text provides an introduction to the field of marketing, presenting basic concepts and current marketing theory, along with memorable and up-to-date marketing practice examples. The text offers an understanding of marketing within a constantly-changing and increasingly-complex global environment, and offers compelling examples of business-to-business marketing principles, and examples of marketing through channel structures from the producer to the end consumer.
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