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Fundamentals of Marketing
Format: Paperback
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The tenth edition remains a solid, consistent, reader-friendly book which stresses the importance and necessity of a customer-oriented approach. Every chapter is replete with international and ethical references, as well as managerial perspectives - and environmental marketing issues are covered periodically. The tenth edition is two chapters shorter than the last edition, so as to allow more time to cover it in its entirety. Eight of the 22 chapters have been extensively rewritten and all chapters have been updated. Each chapter is now framed by a short case involving a brand-name the case introduces the chapter, then closes the chapter with a follow-up. New "You Make the Decision" boxes invite students to grapple with managerial challenges real marketers are facing and new "A Commitment to ..." boxes emphasize the necessity for commitment to the environment, to customer satisfaction, or to quality. Two "Hands-on Marketing" exercises requiring library and/or field research have been added to the end of each chapter.
Genre: Business & Economics, Marketing
Format: Paperback
Published: 1993
Pages: 697
Publisher: McGraw-Hill
ISBN: 0071136703
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Condition Descriptions
Our conditions mean the following:
- New - a brand new book
- Almost New - appears new but is actually secondhand.
- Very Good - only minor imperfections such as minor scuffs to edge or cover or a price written in pencil or shop sticker.
- Standard Secondhand - Clearly been read before, but not too bad. We do not recommend these for gifting. Spines usually creased. Could also include creases or folds to cover, some writing such as in the cover or elsewhere, underlining or highlighting, but might not do. Possibly some stains or marks. Similar in general to books in any secondhand shop or charity shop.
- Poor Condition - Usually this will have a specific problem such as writing inside, water damage, missing dust jacket, heavy staining, large creases or cuts. These are readable copies but not nice ones. On other websites this condition is called 'Acceptable' or 'Fair' , but we want to be more honest.
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