Introduction to Marketing
by Milledge Mosby Jr.
This textbook introduces marketing as a strategic, customer-centered process for creating and delivering value. It covers consumer and business buying behavior, segmentation and positioning, product development, channels and supply chains, marketing research, integrated communications, selling, pricing, and customer loyalty, concluding with practical guidance on building and evaluating an effective marketing plan.
Description from LibreTexts.
- Publisher
- Prince George's Community College
- Subjects
- Business
- Licence
- CC BY-NC-SA 3.0, as LibreTexts states it. Non-commercial use only.
- Who can read
- Tweens profiles and older, judged from its title and subjects