OneKey means all your resources are in one place for maximum convenience, simplicity, and success. What's Key for Students? *Learning Modules - Every section of all 19 chapters is supported by section level pretest, content summary for review, learning application exercise, and post-test. Learning modules are a great way to study for exams and are not connected to the instructor grade book offering unlimited practice. *Prentice Hall's Self-Assessment Library (S.A.L) *Research Navigator(t) - is the easiest way for students to start a research assignment or research paper. Complete with extensive help on the research process and four exclusive databases of credible and reliable source material - including the EBSCO Academic Journal and Abstract Database, New York Times Article Archive and Company Financials. Research navigator helps students quickly and efficiently make the most of their research time. What's Key for Instructors? *InstructorResource Center- Faculty can access all instructor resources in one place.
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Introduces marketing from a practical, real-world perspective. Fosters the development of students' decision-making skills through the presentation of the most important current trends in marketing thought and practice in an accessible manner.From the Back Cover:
Key Benefit: Introduces marketing from a practical, real-world perspective by fostering the development of decision-making skills through the presentation of the most important current trends in marketing. Key Topics: Provides a real-world emphasis and an anchor for the material presented in the book through the use of "Real People, Real Choices" segments in each chapter. These sections profile a marketing executive and an actual decision he or she had to make. Readers are given the options from which that executive had to choose and are encouraged to assume the role of the profiled executive by making a business decision. Principles of Marketing covers topics that are often given only cursory coverage in other books, including database marketing and integrated marketing; the marketing of "intangibles" such as politics, religion, and celebrities; and social responsibility and ethical decision- making. A conversational writing style and the use of humor make the book easy to read. Market: A valuable book for any business executive who needs to understand the latest trends in marketing.
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