by Gary Armstrong (Author), Gary Armstrong (Author), Philip Kotler (Author), Prof John Saunders (Author), Prof Veronica Wong (Author)
A comprehensive, broad-based introductory text which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making.
Format: Paperback
Pages: 888
Edition: 3
Publisher: Financial Times/ Prentice Hall
Published: 06 Jul 2001
ISBN 10: 0273646621
ISBN 13: 9780273646624
Book Overview: Authoritative and innovative, this marketing classic provides students with all the theory and practical examples they need for this course.
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