Successful marketing requires a deep knowledge of customers, competitors, and collaborators and great skill in serving customers profitably. This book provides

Sometimes you need more then a one-sentence answer. While the term marketing generally refers to what a company does to create value for customers, practicing m

Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core the

Covers traditional marketing techniques and theories alongside the latest concepts, and acknowledges the increased importance of marketing in the customer-orien