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By: Courtland L. Bovée; Michael J. Houston; John V. Thill

1 Copy Available

Format - Hardcover

Condition - Excellent

Listed - 10 months ago

Views - 4

Wishes - 1

Est. Publication Date - Dec 1994

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Publisher Description

ISBN: 9780070068797

This text introduces students to the world of marketing through the eyes of business people in large and small companies, government agencies and non-profit organizations. The style is friendly and inviting without compromising academic strengths. The text presents hundreds of examples that hold the students' interest while helping them understand the principles of contemporary marketing. Each chapter is framed by Facing A Marketing Challenge and A Case For Critical Thinking: Meeting A Marketing Challenge - thought-provoking scenarios from real companies that let students examine and emulate decisions faced by marketing executives.

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