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Marketing: A Case Study Approach (2nd ed.)
Marketing: A Case Study Approach (2nd ed.)
Our Price: $20.00
Year: 1997
Pages: 349
Binding Paperback
ISBN 826454062

Product Code: 756779383

David Stokes (au). Provides a stimulating, comprehensive introduction to the theory & practice of marketing. Students are encouraged to discover marketing principles through both their own experiences & observations, & through a variety of case studies drawn from all types of profit-making & not-for-profit org. Chapters: What Is Marketing?; Planning for Marketing; The Marketing Context; Customers & Competitors; Customer Behavior; Marketing Research; Marketing Strategy; Products: Characteristics & Strategies; Pricing: Influences, Strategies & Methods; Promotions I: Marketing Commun. & Selling; Promotions II: Advertising, Sales Promotions & PR; Place: Marketing Channels; The Application of Marketing; Case Studies; & Exam. Questions.

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