Introduction to Marketing

Author: Masterston
Publisher:
Publish Date: 2005-03-01
Features: This book provides the fundamental information for understanding marketing models, including concepts, development, and current status of marketing, marketing environment, market segmentation, consumer behavior, marketing research, marketing tools, and marketing management. The book adopts a student-centered teaching method, offering clear and easy-to-understand introductions to marketing concepts while encouraging readers to apply the learned concepts throughout their study. Numerous case studies and practical application activities make marketing an engaging topic. This textbook is suitable for undergraduate students majoring in marketing.