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Pride-Ferrell Foundations of Marketing (Student Text)
by William M Pride
Binding: Hardcover, illustrated edition edition, 478 pages
Publisher: Houghton Mifflin Harcourt (HMH)
Weight: 225
Dimension: H: 0.71 x L: 10.79 x W: 8.43 inches
ISBN 10: 0618251510
ISBN 13: 9780618251513
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Book Description:
Foundations of Marketing offers a concise, straightforward approach to basic marketing concepts and strategies, while providing instructors with the flexibility to integrate supplemental resources or activities into their courses. Providing comprehensive coverage in a consolidated format, Pride and Ferrell highlight topics in ethics, e marketing, and customer relationship management while incorporating up to date research and examples throughout. The Second Edition retains many of the pedagogical features that make Foundations of Marketing highly accessible and popular among students. Each chapter begins with a set of learning objectives and anecdotes from a range of organizations. A chapter ending review section organized by learning objective summarizes major topics, and a list of key terms covers essential vocabulary. In addition, Issues for Discussion and Review encourage further exploration of the material, and Marketing Applications exercises enhance students' comprehension of important topics. Online Exercises and practice tests prompt students to apply what they've read.

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