Essentials of Marketing

  • Publish Date: 2008-02-04
  • Binding: Paperback
  • Author: Dana-Nicoleta Lascu;Kenneth E. Clow

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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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