Title:
Effective marketing : creating and keeping customers
Personal Author:
Edition:
2nd ed.
Publication Information:
Cincinnati : South-Western, 1998
Physical Description:
1v + 1 CD-ROM
ISBN:
9780538878487
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
---|---|---|---|---|---|
Searching... | 30000005028562 | HF5415 Z53 1998 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
A consolidated coverage (paperback and 17 chapters) of the principles of marketing, Zikmund and d'Amico's Effective Marketing stands out not only for its ease of reading, but also for its presentation of the marketplace as a dynamic interplay of relationships. The principles of marketing are presented in an integrated fashion, including the integration of the Internet and Wardlow CD-ROM throughout the text. New to this edition, the integration of the global chapter in to the body of the work, a total rewrite of the logistic area, and the ethics in practice cases have been replaced by ethical questions and exercises.