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Essentials of Marketing
E. Jerome McCarthy
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Essentials of Marketing

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Essentials of Marketing is a brief version of Basic Marketing, the worldwide market leading Principles text. Basic Marketing and Essentials of Marketing are the first books to develop and present the 4Ps framework (Product, Price, Place, Promotion) which describes the components of the marketing mix and forms the foundation of Marketing. Like Basic Marketing, Essentials of ...more
Unknown Binding, 526 pages
Published January 1st 1991 by Irwin Professional Publishing (first published January 1st 1982)
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