Wiley Pathways Marketing

ISBN-10: 0471790796

ISBN-13: 9780471790792

Edition: 2007

Authors: Alexander Hiam, Linda G. Rastelli

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Building on three well known Marketing books (Marketing for Dummies, Core Concepts of Marketing, and The Ultimate Guide to Electronic Marketing for Small Business), this text creates a concise introduction to the general principles of a marketing course. Introducing Marketing defines basic terms and concepts, describes the key features and characteristics of strategies and tools that practitioners use in their field, and provides students with a strong background with which to apply their newly acquired knowledge.
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Book details

List price: $83.95
Copyright year: 2007
Publisher: John Wiley & Sons, Incorporated
Publication date: 8/18/2006
Binding: Paperback
Pages: 376
Size: 7.25" wide x 9.00" long x 0.75" tall
Weight: 1.232

Introducing Marketing
Business Marketing
Making Marketing Happen
The Marketing Plan
Analyzing Marketing Opportunities
Knowing Consumers
Segmenting and Targeting Markets
Marketing Research
Product and Distribution
Developing and Managing Products
Marketing Channel Management
Advertising and Promotion
Marketing Communications and Personal Selling
Publicity, Public Relations, and Sales Promotions
Internet Marketing
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