This text introduces students to the world of marketing through the eyes of business people in large and small companies, government agencies and non-profit organizations. The style is friendly and inviting without compromising academic strengths. The text presents hundreds of examples that hold the students' interest while helping them understand the principles of contemporary marketing. Each chapter is framed by "Facing A Marketing Challenge" and "A Case For Critical Thinking: Meeting A Marketing Challenge" - thought-provoking scenarios from real companies that let students examine and emulate decisions faced by marketing executives.
- ISBN10 0070067341
- ISBN13 9780070067349
- Publish Date 1 January 1992
- Publish Status Out of Print
- Out of Print 16 November 1994
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Inc.,US
- Format Hardcover
- Pages 761
- Language English