Type of bind: Hardcover
EAN num: 9780074714362
ISBN number: 0074714368
Label: McGraw Hill Higher Education
Manufacturer: McGraw Hill Higher Education
Page Count: 873
Printing Date: January 01, 2000
Publishing house: McGraw Hill Higher Education
Studio: McGraw Hill Higher Education
Editor's Notes and Comments:
Product Description:
The new 'Fundamentals of Marketing' package offers complete text and digital solutions to provide the flexibility you want - at a price your students can afford. 'Fundamentals' provides the grounding students need to succeed in a marketplace of changing technologies and global business relationships. Every chapter has been updated and critically revised, with expanded coverage of electronic marketing, international marketing, relationship marketing, business-to-business marketing, purple marketing, direct marketing, services, ethics, and quality management. Importantly, Miller and Layton make students aware of the larger marketing environment with experiential exercises, and discusion questions. It contains case studies that feature real people and real businesses.
User popularity level:
Rated by buyers -
It is an excellent book for understanding the basics of marketing. It can be said that it is the door to the marketing world. An ordinary person can go through this book and then can look forward for other advanced books like Marketing Management of Philip Kotler.
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