This introductory text includes modern areas in marketing, such as environmental scanning and analysis, market research and analysis, integrated marketing communication, and relationship building. Concepts like modular corporations, virtual corporations, and customer-value package are emphasized.
- ISBN10 1572591447
- ISBN13 9781572591448
- Publish Date 15 December 1996
- Publish Status Out of Print
- Out of Print 6 December 2008
- Publish Country US
- Imprint Worth Publishers Inc.,U.S.
- Format Hardcover
- Pages 750
- Language English