num_pages: 714
description:  This accessible overview helps learners master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars: (1) theory and concepts; (2) practices and applications; and (3) effective learning tools.  A four-part organization details topics under the headings of: understanding marketing and the marketing management process, assessing opportunities in a dynamic marketing environment, developing marketing strategy and the marketing mix, and extending marketing.  For individuals interested in taking an intriguing, discovery-filled journey to the business of marketing--in sales forces, retailing, advertising, research, or any other areas. 
language: English
title: Marketing: An Introduction
publisher: Prentice Hall