Principles of Marketing

Front Cover
Prentice Hall, 1998 - Business & Economics - 304 pages
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Gives students an overview of each chapter, summarizes the major topics and concepts, and strengthens understanding through situational exercises involving cases, chapter highlights and quizzes. This guide includes a section of lecture notes that reproduces the transparencies with the chapter outline for easy in-class note taking.

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Creating Customer Value and Satisfaction 1
Strategic Planning and the Marketing Process 14
Consumer Markets and Consumer Buyer Behavior

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