Essentials of Marketing: 3rd Edition

Author: Lamb (USA)
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 latest 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 of management and marketing majors in universities, as well as for MBA and EMBA programs, and is also suitable for business executives and marketing professionals.