- Hardcover: 492 pages
- Publisher: South-Western; 9th edition edition (8 Aug 1997)
- Language English
- ISBN-10: 0030242142
- ISBN-13: 978-0030242144
- Product Dimensions: 26.9 x 21.8 x 3.3 cm
- Amazon Bestsellers Rank: 5,671,762 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Book Description
Nine editions of continuous improvement have led to the most exciting introductory marketing text and package in classroom history. The ninth edition of this market leader continues to set new standards and now comes with 'Discovering Your Marketing Career' CD-ROM.
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2 reviews
3 of 3 people found the following review helpful
Has both positive and negative examples.
12 May 2001
Format:Hardcover
I don't know why, but I didn't enjoy reading this book. It didn't seem right. I guess I'm not a big fan of marketing. However, concepts were explained quite well and overall it was informative. Unlike many business related books this one did have negative examples, complete with explanations what, how, and why something went wrong. For that I rate it at 4 stars.
0 of 2 people found the following review helpful
Dry and boring.
26 Feb 2002
Format:Hardcover|Amazon Verified Purchase
I realize this is a textbook, and as such, I didn't expect it to be scintilating. This text, however, did not even meet up to my limited expectations- the chapters are way too long and attempt to cover too much material. It would have been useful if the authors attempted to break up the material into smaller, more digestible bits. All in all, this book is extremely dry.
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