|
Category |
MARKETING
|
Abstract |
BASIC MARKETING, EUROPEAN EDITION IS INTENDED AS A FIRST BOOK IN MARKETING, OFFERING A COMPREHENSIVE INTRODUCTION TO THE FUNDAMENTAL PRINCIPLES OF THE SUBJECT. THIS ADAPTATION BUILDS ON THE HIGHLY SUCCESSFUL US EDITION, OFFERING A UNIQUE EUROPEAN PERSPECTIVE ON MARKETING THOUGHT. STRUCTURED AROUND THE CLASSIC "4Ps" ORGANIZATION, THE BOOK OFFERS STUDENTS CLEAR EXPLANATIONS, HELPFUL FRAMEWORKS AND "HOW-TO-DO-IT" TECHNIQUES, WITH UP-TO-DATE EXAMPLES TO ILLUSTRATE THE CONCEPTS DESCRIBED.
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ISBN |
0256204020
|
Author(s) |
E. JEROME MCCARTHY
,
STEPHEN PARKINSON
,
WILLIAM D. PERREAULT
,
KATE STEWART
|
Credits |
|
Edition |
1ST ED.
|
Year |
2000
|
Publisher |
MCGRAW-HILL
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Type |
BOOK
|
Keywords |
MARKETING
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Language |
English |
Collation |
516 P., 25 CM.
|
|