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Principles of Marketing, Activebook 2.0: AND Mastering Marketing, Universal CD-ROM Edition, Version 1.0
Principles of Marketing Activebook 20 AND Mastering Marketing Universal CDROM Edition Version 10 Author:Philip Kotler This paperback book is invaluable as a guide for readers interested in learning the principles of marketing. Readers can personalize the material by adding notes and comments and utilizing the dynamic online resources, allowing them to learn about marketing in an exciting and real-life manner. Topics covered in this workbook inclu... more »de: understanding marketing and the marketing process (managing profitable customer relationships); developing marketing opportunities and strategies (managing marketing information, consumer and business markets, consumer and business buying behavior); developing the marketing mix (product, service, branding, and pricing strategies); managing marketing (creating competitive advantage); and the global marketplace. This activebook is perfect for the marketing manager, department head, or other marketing personnel; its comprehensive appendices make this a perfect reference for the office or home.« less