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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New in very good dust jacket. (5-7 Days Delivery) International/Global edition. Softcover/paperback. Same content as US Edition. ISBN of International Edition is different than US Edition. (5-7 Days Delivery) International/Global edition. Softcover/paperback. Same content as US Edition. ISBN of International Edition is different than US Edition.
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.