Book Specs
Binding
Trade Paper
Publisher
McGraw-Hill Inc.,US
Published on
Mar 1, 2001
Edition
3rd Edition
Dimensions
7.70x1.40x10.30 Inches
Weight
4.00 Pounds
About the Book
Linking theory to marketing practice, this third edition takes into account the modern emphasis on direct marketing and relationship marketing. It covers four main areas: fundamentals of modern marketing thought; marketing mix decisions; competition and markets; and marketing implementation.