Description
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.
- Author: Dana-Nicoleta Lascu, Kenneth E. Clow
- Publisher: Atomic Dog Publishing
- Published: 2008
- ISBN-13: 9781426627361
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