Charles W. Lamb

Carl D. McDaniel

Joseph F. Hair

Engaging and thorough, INTRODUCTION TO MARKETING, 12E, International Edition shows you how marketing principles affect your day-to-day life, as well as their significant influence in business decisions. Core topics include the social marketing phenomenon, entrepreneurship, C.R.M., global perspectives, and ethics, as well as in-depth discussions on key tools of the trade, such as metrics and the marketing plan. Intriguing coverage of newsworthy events clarifies the readings and gets you thinking about your own decisions in the consumer marketplace. Loaded with helpful learning features like detailed appendices, cases, vignettes, boxed features, and videos, INTRODUCTION TO MARKETING, 12E, International Edition gives you countless opportunities to develop and apply critical-thinking skills as you acquire the marketing knowledge essential for success in the business world.

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