Essentials of Marketing (3rd Edition)

Author: Carl McDaniels
Publisher:
Publish Date: 2003-06-01
Features: This book has stood out abroad and become increasingly popular among students and teachers due to its vivid cases and contemporary spirit. The author organically integrates the most up-to-date fundamental concepts and principles of marketing with real-world business cases, making the book engaging and hard to put down. It is now adopted by an increasing number of universities in the United States and Asia, becoming a mainstream modern marketing textbook. The book is comprehensive, concise, and highly practical, making it an ideal choice for readers who wish to master marketing knowledge in a short time in a systematic manner. It can serve as a textbook for students in management and marketing majors at universities, as well as for MBA and EMBA programs, and is also suitable for business executives and marketing professionals.