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Marketing: An Introduction (6th Edition)

Gary Armstrong, Philip Kotler. Marketing: An Introduction (6th Edition) Authors:Gary Armstrong, Philip Kotler.
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Book Summary:
This accessible overview helps learners master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars?(1) theory and concepts; (2) practices and applications; and(3) effective learning tools. A four-part organization details topics under the headings of: understanding marketing and the marketing management process, assessing opportunities in a dynamic marketing environment, developing marketing strategy and the marketing mix, and extending marketing. For individuals interested in taking an intriguing, discovery-filled journey to the business of marketing?in sales forces, retailing, advertising, research, or any other areas.

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