Marketing
By David Mercer.
Description
This international textbook is designed for undergraduates and MBA courses. In addition to providing comprehensive coverage of all traditional marketing topics, it covers applications and issues within the service and non-profit sectors, together with new developments in marketing theory and practice including: precision marketing; inner marketing; environmental analysis; conviction marketing; Japanese product development; and standardization/adaptation. - from Amzon
ISBN(s)
0631176314, 9780631176312
