Marketing: Contemporary Concepts and Practices
- ISBN-10
- 0205156029
- ISBN-13
- 9780205156023
- Series
- Marketing
- Category
- Business & Economics
- Pages
- 762
- Language
- English
- Published
- 1995-01
- Publisher
- Allyn & Bacon
- Authors
- William F. Schoell, Joseph P. Guiltinan
Description
This study places emphasis upon visual learning. Key concept graphics, current advertisements that capture student interest and student-oriented in-text examples aim to aid visualizing and understanding. Concepts such as creating an advertisement that works, branding a product, and the new product development process are included in the book along with a greater emphasis on relationship marketing. The work now includes two chapters on international marketing, with global issues integrated throughout the text with examples.
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