MP Essentials of Marketing w/ Student CD-ROM & Apps 2005

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9780073049205: MP Essentials of Marketing w/ Student CD-ROM & Apps 2005

Stay up with the latest marketing developments with this essential book!

Built around the authors' seminal 4Ps (Product, Price, Place, Promotion) framework, Essentials of Marketing, Tenth Edition, is revised to integrate new concepts and timely examples. Unfolding trends are covered, including multi-channel marketing, customer equity, customer-initiated interactive communications, ethical issues, and more. The innovative CD features video clips to accompany cases in the text.

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About the Author:

William D. Perreault Jr. is a professor at the University of North Carolina at Chapel Hill. E. Jerome McCarthy is a professor at Michigan State University.

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