This text spans all of the basic principles of successful marketing. It presents/explains the marketing plan for the successful Honda Accord, integrates the topic of international marketing throughout the book, and includes a supplements package geared to both students and lecturers. Chapters on competitive advantage, branding and direct marketing feature in the text along with a discussion of international examples and special sections on global issues and events.
| ISBN-13: | 9780130163875 |
| ISBN-10: | 0130163872 |
| Publisher: | Prentice Hall |
| Publication date: | 1995 |
| Edition description: | Subsequent |
| Pages: | 743 |
| Product dimensions: | Height: 10.25 Inches, Length: 8.25 Inches, Weight: 3.45 Pounds, Width: 1.25 Inches |
| Author: | Warren J. Keegan, Sandra Ernst Moriarty, Tom Duncan, Thomas R. Duncan |
| Language: | en |
| Binding: | Hardcover |
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