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What version or edition is this?
This is the 3rd edition with a publication date of 2/4/2008.
What is included with this book?
- The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
The text provides an introduction to the field of marketing, presenting basic concepts and current marketing theory, along with memorable and up-to-date marketing practice examples. The text offers an understanding of marketing within a constantly-changing and increasingly-complex global environment, and offers compelling examples of business-to-business marketing principles, and examples of marketing through channel structures from the producer to the end consumer.
Table of Contents
|Introduction To Marketing|
|Scope and Concepts of Marketing|
|The Environment of Marketing in the Twenty-First Century|
|Marketing Ethics, Regulations, and Social Responsibility|
|Marketing Mix Strategies|
|Integrated Marketing Communications|
|Advertising, Sponsorships, and Public Relations|
|Consumer and Trade Promotions|
|Personal Selling, Databases, and Direct Marketing|
|Table of Contents provided by Publisher. All Rights Reserved.|