This text introduces students to the world of marketing through the eyes of business people in large and small companies, government agencies and non-profit organizations. The style is friendly and inviting without compromising academic strengths. The text presents hundreds of examples that hold the students' interest while helping them understand the principles of contemporary marketing. Each chapter is framed by "Facing A Marketing Challenge" and "A Case For Critical Thinking: Meeting A Marketing Challenge" - thought-provoking scenarios from real companies that let students examine and emulate decisions faced by marketing executives.
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Book Description McGraw-Hill Education (ISE Editions), 1994. Book Condition: Very Good. Internat.2r.e.. N/A. Great condition for a used book! Minimal wear. Bookseller Inventory # GRP67840579
Book Description McGraw-Hill Education (ISE Editions), 1994. Book Condition: Good. Internat.2r.e.. N/A. Ships from the UK. Former Library book. Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP69382684