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This is the 3rd edition with a publication date of 2/4/2008.
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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.|