Built around the authors' seminal 4Ps (Product, Price, Place, Promotion) framework, Essentials of Marketing, 12/e, is revised to integrate new concepts and timely examples. Unfolding trends are covered, including multi-channel marketing, customer equity, customer-initiated interactive communications, ethical issues, and more. The innovative CD features video clips to accompany cases in the text.
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Built around the authors' seminal 4Ps (Product, Price, Place, Promotion) framework, Essentials of Marketing, 12/e, is revised to integrate new concepts and timely examples. Unfolding trends are covered, including multi-channel marketing, customer equity, customer-initiated interactive communications, ethical issues, and more. The innovative CD features video clips to accompany cases in the text.
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Seller's Description:
Good. The cover is clean but does show some wear. Diagonal crease in lower right corner of front cover. Right side of front cover is curved upward, away from the book. The cover has curled corners. The pages show normal wear and tear. Fast Shipping-Safe and Secure Bubble Mailer!
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Seller's Description:
This is a used book in good condition and may show some signs of use or wear. This is a used book in good condition and may show some signs of use or wear.
Great reference, plenty of marketing examples, great source of information. Recommend this book to all students entering marketing. Given a ficticious company, my marketing team was able to bring a proposed product to market using the 4p's price, product, promotion & place, and the SWOT analysis of our company and that of our competitors. This is an Excellent reference.