To provide an understanding of the practice of marketing in a changing environment, this book presents a comprehensive framework that integrates traditional concepts with the realities of today. Marketing:Basic Concepts and Decisions presents the concepts and applications that are most relevant to the marketing decision maker. While our view is broad enough to encompass marketing in both business and nonbusiness situation, our focus is on the universal concerns of managers who are responsible for marketing decisions.
As in earlier editions, the Fourth Edition contains numerous real world examples, illustrations, cases, and applications. In this edition we have added a new series of longer applications that are cited and set off in the main portion of the chapter. These new applications illustrate or extend the discussions of topics presented in the chapter. Half of the end-of-chapter cases are new; many of the others have been revised. Most of them focus on real, recognizable products and organisations.
To improve students grasp of the material and to make the study of marketing more interesting and exciting, this new edition is in full color. Many visual illustrations appear in the text in a form similar to the way one experiences them in everyday life.
PRODUCT DETAILS
CONDITION : USED : GOOD
Paperback, Import
Paperback, Import
Format : Hardcover
Publisher: Houghton Mifflin Company
Language: English
ISBN-10: 0395357098
Used Price : MYR30.00
Courier Charge : MYR10.00 (Peninsular of Malaysia) MYR14.50 (Sabah/Sarawak)
Courier Charge : MYR10.00 (Peninsular of Malaysia) MYR14.50 (Sabah/Sarawak)
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