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Essentials of Marketing Paperback – 18 Feb 2011

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PART I: THE WORLD OF MARKETING. 1. An Overview of Marketing. Career Appendix. 2. Strategic Planning for Competitive Advantage. 3. Ethics and Social Responsibility. 4. The Marketing Environment. 5. Developing a Global Vision. PART II: ANALYZING MARKETING OPPORTUNITIES. 6. Consumer Decision Making. 7. Business Marketing. 8. Segmenting and Targeting Markets. 9. Decision Support Systems and Marketing Research. PART III: PRODUCT AND DISTRIBUTION DECISIONS. 10. Product Concepts. 11. Developing and Managing Products. 12. Marketing Channels and Supply Chain Management. 13. Retailing. PART IV: PROMOTION AND PRICING DECISIONS. 14. Marketing Communications and Advertising. 15. Public Relations, Sales Promotion, and Personal Selling. 16. Pricing Concepts.

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Most Helpful Customer Reviews on (beta) 11 reviews
Marketing book 23 Jun 2014
By Sarah - Published on
Format: Paperback Verified Purchase
I liked that I could just rent the book without purchasing it. It was in great shape and the price was right!
Thank you
BUYER BEWARE! 19 Feb 2014
By htuck77 - Published on
Format: Paperback Verified Purchase
The used or rented books MAY OR MAY NOT come with the online code that many professors use with this book! I rented mine and it did NOT come with a code and it rendered the book USELESS to me! I still had to purchase the book new (as a digital copy with limited access) for $60+ just to access their information on their "CengageBrain" website for my class. Not cool.
Worth every penny. 2 Nov 2013
By John - Published on
Format: Paperback Verified Purchase
This book is great, It is great eye candy and has some good information. It really helps having one book that isn't boring.
Very simple overview of marketing 15 Feb 2013
By sergio - Published on
Format: Paperback Verified Purchase
This book works well as a basic intro to the field of marketing. I was disappointed seeing it used in an MBA program.
Great Value for NEW Textbook 14 Feb 2013
By Allen Urias - Published on
Format: Paperback
I ordered this textbook NEW from Amazon and buying textbooks on Amazon for class is a whole lot cheaper than the campus bookstore. I used the two day shipping method and Amazon delivered this book on time. This textbook gives good examples over different marketing senerios and gives great learning outcomes after each section. I ordered this textbook for my Principles of Marketing class and it is a pretty good value overall.
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