Essentials of Marketing

Charles W. Lamb · Joseph F. Hair · Carl D. McDaniel

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Marketing and Advertising Strategies Management and Marketing Education Business and Management Studies

Abstract

This text is written for Australian and New Zealand students who are taking a one-semester subject in introductory marketing. It provides a concise yet comprehensive coverage of marketing theory and practice, and will give marketing major students a sound knowledge base to build upon, and business students, tools needed for marketing applications.

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