Principles of Marketing Summary
This 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 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. The seventh edition emphasizes a number of marketing themes - delivering superior customer value, satisfaction, and quality; relationship marketing; total marketing quality; and value-delivery systems and adds significant new material on brand quality and brand strategy, including co-branding, multibranding, and packaging and the environment.
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Principles of Marketing
Pearson Education (US)
Number of pages
Book picture is for illustrative purposes only, actual cover or edition may vary.
The book has been read but remains in clean condition. All pages are intact and the cover is intact. Some minor wear to the spine.