Essentials of Marketing

ISBN: 9780538478342 出版年：2011 页码：676 Charles W Lamb Joe F Hair Carl McDaniel Cengage

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.