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Essentials of Marketing

Essentials of Marketing
Author: Charles W. Lamb - Joe F. Hair - Carl McDaniel
ISBN 13: 9780538478342
ISBN 10: 538478349
Edition: 7
Publisher: South-Western College Pub
Publication Date: 2011-01-01
Format: Paperback
Pages: 672
List Price: $302.95

Emphasizing the analysis of marketing opportunities, product and distribution decisions, and promotion and pricing, this textbook covers the basics of marketing and illustrates major concepts with real-world examples. The authors (professors of marketing and entrepreneurship at Texas Christian University, Louisiana State University, and the University of Texas at Arlington) also discuss ethics, social responsibility, and globalization. Annotation ©2004 Book News, Inc., Portland, OR