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Name: Marketing. 2nd ed.
Author: Bovee, C. L. / M. J. Houston et al.
ISBN: 978-0-07-113850-5

Marketing. 2nd ed.

・ISBN 978-0-07-113850-5 int'l ed. soft

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著者・編者	Bovee, C. L. / M. J. Houston et al.,
出版社	(McGraw-Hill, SI)
出版年月	1995
ページ数	896 pp.
言語	ENG
ニュース番号	＜411-529＞

解説

This text introduces students to the world of marketing through the eyes of business people in large and small companies, government agencies and non-profit organizations. The style is friendly and inviting without compromising academic strengths. The text presents hundreds of examples that hold the students' interest while helping them understand the principles of contemporary marketing. Each chapter is framed by "Facing A Marketing Challenge" and "A Case For Critical Thinking: Meeting A Marketing Challenge" - thought-provoking scenarios from real companies that let students examine and emulate decisions faced by marketing executives.