Marketing
Format: Hardcover
ISBN13: 9780130213044
Hardcover|9780130213044
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Overview
For undergraduate courses in principles of marketing. No other book brings students closer to doing real marketing. Marketing principles are introduced through three key ways in the text - through Real People/Real Choices segments, entrepreneurial - focused Spotlight boxes, and end-of-part cases based on a real start-up company. The extensive supplements package, including the 'Living Laboratory' website, reinforces the experiential thrust of the text. *Entrepreneurial running case and custom videos - Six part ending cases profile Computer Friendly Stuff, a small start-up company. Issues include packaging, global markets, sales, pricing, internet marketing and new product development. *'Real People, Real Choices' segment in each chapter *Three-part vignettes profile actual marketing people and issues they faced. *'Real People, Bad Choices' boxes in each chapter-Raises ethical concerns in analyzing marketing problems and making choices. *Marketing plan questions conclude each chapter. *Streamlined text. Major marketing issues are covered in a more manageable 18 chapters to ensure that all topics can be covered in a quarter or semester.
| ISBN-13 | 9780130213044 |
|---|---|
| ISBN-10 | 0130213047 |
| Weight | 3.17 Pounds |
| Dimensions | 8.50 x 1.06 x 11.18 In |
| List Price | $110.00 |
| Edition | 2nd Edition |
| Format | Hardcover |
|---|---|
| Language | English |
| Pages | 608 pages |
| Publisher | Prentice Hall College Div |
| Published On | 1999-08-10 |
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