Marketing (Barron's Business Review)
(back cover)Barron'sBusiness Review Booksmake excellent supplements to college textbooks--and also serve as fine main texts in adult education courses or business brush-up programs. You'll find key business terms defined, important concepts reviewed, and pertinent examples of business transactions summarized. This up-to-date fourth edition of Marketing comprehensively covers the marketing curriculum as it is presented in leading business schools today. New in this edition is emphasis on the importance of technological and philosophical marketing strategy innovations that have evolved in recent years. In this regard, the author gives special attention to four interrelated systems: Decision Support Systems; Relational Marketing Systems; Integrated Marketing Communications Systems; and Balanced Scorecard Systems.--This text refers to an alternatePaperbackedition.