Description
The exciting new edition of Marketing continues the established tradition of adding value far beyond any expectations. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides readers with an exhilarating first introduction to the dynamic world of marketing.
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New edition of a text that introduces the key principles of marketing. Lamb (business, Texas Christian U.), Joseph F. Hair (Entrepreneurship Institute, Louisiana State U.) and Carl McDaniel (marketing, U. of Texas) present 20 chapters that discuss the world of marketing; analysis of marketing opportunities; product, distribution, promotion, and pricing decisions; and technology driven marketing. The included CD-ROM features two new video cases, PowerPoint slides, E-Marketing planning worksheets, practice quizzes, and supplemental Competitive Intelligence information, and other material. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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