Marketing

The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of students and instructors. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles...

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Bibliographic Details
Main Author: Lamb, Charles W.
Other Authors: Hair, Joseph F., McDaniel, Carl
Format: Book
Published: Ohio South-Western 2002
Edition:6th ed
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Summary:The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of students and instructors. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides students with an exhilarating first introduction to the dynamic world of marketing
Physical Description:xiv, 751 p. ill. (some col.) 28 cm. 1 CD-ROM (4 3/4 in.)
Bibliography:Includes bibliographical references and index
ISBN:0324068611