Synopsis
An affordable, easily scannable one-day training guide designed for use in instructor-led training courses.
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From the Publisher
Widely hailed for its practical, and enjoyable style, this comprehensive introduction to modern marketing shows students how to apply the basic concepts and practices of modern marketing as they are used in a wide variety of settings -- in product and service firms, consumer and business markets, profit and nonprofit organizations, domestic and global companies, and small and large businesses. It provides a rich depth of practical real-world examples and applications showing the major decisions that marketing managers face in their efforts to balance the organization's objectives and resources against needs and opportunities in the marketplace.
From the Back Cover
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