A comprehensive, completely updated text designed for a first course in marketing. It combines a high level of academic and managerial content with a concise presentation and real-world examples. Throughout, marketing is presented as a modern, strategically based discipline with broad application to all forms of individual, organzation, and societal endeavor. Included are applications to services, consumer goods, industrial goods, international business and not-for-profit organizations.
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A comprehensive, completely updated text designed for a first course in marketing. It combines a high level of academic and managerial content with a concise presentation and real-world examples. Throughout, marketing is presented as a modern, strategically based discipline with broad application to all forms of individual, organzation, and societal endeavor. Included are applications to services, consumer goods, industrial goods, international business and not-for-profit organizations.
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