Contemporary Marketing /
Students who open the pages of the seventh edition of Contemporary Marketing can be assured that they are reading a classroom-proven text. In fact, one million students since 1974 have used Contemporary Marketing to begin their study of one of the most fascinating disciplines in the field of busines...
| Main Authors: | , |
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| Format: | text |
| Language: | eng |
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Orlando, FL : Harcourt Brace College,
1992
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| Summary: | Students who open the pages of the seventh edition of Contemporary Marketing can be assured that they are reading a classroom-proven text. In fact, one million students since 1974 have used Contemporary Marketing to begin their study of one of the most fascinating disciplines in the field of business. What accounts for Contemporary Marketing's success? With each successive edition it has introduced a number of "firsts" to bring marketing alive for students. The following innovations have established a benchmark that we believe will have a lasting effect on how the introduction to marketing course is taught: -- Contemporary Marketing was the first marketing text to be based on marketing research; it is written the way instructors teach the course. -- Contemporary Marketing was the first marketing text written to the student rather than to the professor. Many students tell us that Contemporary Marketing is the best text they have ever used. Why? It is written in a clear, concise style at a level students can comprehend and enjoy. -- Contemporary Marketing was the first text to integrate computer applications into every chapter. This feature demonstrates a real-world purpose for all the computer instructions presented in other business classes. -- Contemporary Marketing was the first text to respond fully to instructors' requests for video materials to be integrated with marketing concepts in the text. Every chapter in Contemporary Marketing includes a case study supported by a video designed specifically for that case. |
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