Marketing: Contemporary Concepts and Practices

Description

This study places emphasis upon visual learning. Key concept graphics, current advertisements that capture student interest and student-oriented in-text examples aim to aid visualizing and understanding. Concepts such as creating an advertisement that works, branding a product, and the new product development process are included in the book along with a greater emphasis on relationship marketing. The work now includes two chapters on international marketing, with global issues integrated throughout the text with examples.

• Author: William F. Schoell, Joseph P. Guiltinan
• Publisher: Allyn & Bacon
• Published: 1995
• ISBN-13: 9780205156023