Essentials of Marketing: A Marketing Strategy Planning Approach

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About This Book

Essentials of Marketing: A Marketing Strategy Planning Approach is about marketing and marketing strategy planning. At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. Instructors and students can trust that this new edition of Essentials of Marketing 14e - and all of the teaching and learning materials that accompany it - will satisfy every instructor and students' needs. Building on Pioneering Strengths This author team pioneered an innovative structure - using the “four Ps” with a managerial approach for the introductory marketing course. It has become one of the most widely used business textbooks ever published because it organises the best ideas about marketing so that readers can both…