Essentials of Marketing

Author: Charles W. Lamb Jr.
Publisher:
Publish Date: 2000-05-01
Features: This book is a required textbook for MBA Marketing at Harvard Business School, covering the fundamental theories of marketing. It provides comprehensive key content that includes current hot topics, presented in a vivid writing style with new corporate cases, international internet resources, and comprehensive supplementary materials. The book is also an ideal read for project design, marketing plan development, and case studies.