This collection of writings in Marketing is written for Marketing
managers as well as college students in upper division Marketing
courses. The goal of this revised edition continues to be a
pragmatic discussion of strategies and actions, which, at the end
of the day, will provoke curiosity and improved reasoning, as well
as increase the ability to influence effective Marketing management
decisions. The book examines basic Marketing terminology, while at
the same time develops skills that lead to value-added applications
for Marketing management decision making.
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