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From the Publisher
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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- PublisherPrentice hall
- ISBN 10 0139086099
- ISBN 13 9780139086090
- BindingPaperback
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Marketing Real People Real Choices
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