9780256228779
Marketing: Creating Value for Customers
Gilbert A. Churchill; J. Paul Peter
ISBN 13: 9780256228779
Publisher: Irwin Professional Pub
Publication Date: 1998
Binding: Hardcover
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Churchill and Peter are two of the most respected educators and researchers in the marketing discipline. Their text has a strong theme of customer value, and offers coverage of the most current topics: relationship marketing, technology, IMC, global marketing, services, and small businesses (through extensive examples). This concise text is less than 600 pages and is completely updated with all references from 1996 or later. The extensive supplements package was thoroughly revised, updated, and reviewed by at least 3 marketing instructors to ensure quality.
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