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  • ISBN: 9780134904672
  • ISBN10: 0134904672

Understanding Marketing

by Davies, Mark

  • List Price: $43.99
  • Binding: Paperback
  • Edition: 1
  • Publisher: Prentice Hall PTR
  • Publish date: 10/30/1997
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Description: This is a complete, easy-to-understand introduction to marketing.

Introduces the goals and techniques of marketing, and the business environment in which marketing takes place. Considers the role of market research in helping companies target and segment their markets, and position their products. Introduces the fundamentals of consumer and organizational buying behavior. Shows how organizations manage specific products, and introduces all the marketing communications channels available to companies, from direct sales to advertising and public relations.

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