商品簡介
An innovative textbook outlining the concepts and thinking involved in marketing strategy, the volume introduces concepts and builds upon understanding moving the reader to gradually higher-level ideas and more specialized inquiry. Hill (marketing, Montclair State U.) includes innovations such as chapter discussions that integrate concepts together, marketing thinking challenge exercises to invite application of the concepts, decompression exercises before each section intended to provide a pause and preparation for the next set of ideas, character figures sprinkled throughout to foster a dialogue with the reader about key ideas and lines of questioning, and contemporary case studies after each section to provide context. Annotation Ac2012 Book News, Inc., Portland, OR (booknews.com)
