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Additional product details

eText: 
ISBN-10 1133460712ISBN-13 9781133460718
Print: 
ISBN-10 032422155XISBN-13 9780324221558
Author(s): Lamb/Hair/McDaniel
Publisher: Cengage Learning
Copyright year: © 2006 Pages: 168
Description

Often amusing and always interesting, MARKETING gives you a comprehensive, up-to-date introduction to the dynamic field of marketing! Tools throughout the text such as visual summaries, application exercises, resource lists, and career exercises will save you time and help you apply what you've learned to real life. Through entrepreneurship cases, "marketing miscues," and global perspectives, you'll learn how large and small companies use entrepreneurial methods in their marketing programs, how to avoid business mistakes, and how businesses compete in a global market.

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