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Marketing book cover, ISBN 9781111821647

Marketing

by Lamb, Charles W.; Hair, Joe F.; McDaniel, Carl

ISBN13: 9781111821647
ISBN10: 111182164X
eBook ISBN(s): 9798214348377
Additional ISBN(s): 9781285381954, 9781439039427
Edition: 12th
Format: Hardcover
Copyright: 2012-01-16
Publisher: Cengage Learning

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1. Marketing > ISBN13: 9781111821647
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Summary

Engaging and thorough, MARKETING, 12th Edition shows you how marketing principles affect your day-to-day life, as well as their significant influence in business decisions. Core topics include the social marketing phenomenon, entrepreneurship, C.R.M., global perspectives, and ethics, as well as in-depth discussions on key tools of the trade, such as metrics and the marketing plan. Intriguing coverage of newsworthy events clarifies the readings and gets you thinking about your own decisions in the consumer marketplace. Loaded with helpful learning features like detailed appendices, cases, vignettes, boxed features, and videos, MARKETING, 12th Edition gives you countless opportunities to develop and apply critical-thinking skills as you acquire the marketing knowledge essential for success in the business world.

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