Marketing Fundamentals

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Delmar Publishers, Jan 1, 1993 - Business & Economics - 574 pages
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This book provides a foundation in the essentials of marketing. Principles and concepts are covered, with emphasis placed on learning through reader involvement in actual case examples. It discusses contemporary issues and trends, including global marketing, green marketing, and marketing to the new Europe.

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Contents

AN INTRODUCTION TO THE MARKETING PROCESS
5
Ethics in Action A Clinical Approach
19
A Case for Critical Thinking HewlettPackard Discovers Marketing
31
Copyright

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