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Introducing Marketing

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Marketing
Textbook cover
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About This Textbook

Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.

Author
John Burnett
Publisher
Global Text Project
Publish Date
2011
Level
Undergraduate
License
CC BY 3.0
Features
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Reviewed

License

This resource is licensed under a Creative Commons Attribution 3.0 Unported License.

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Remix, transform, and build upon the material for any purpose, even commercially.

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You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

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  • The licensor cannot revoke these freedoms as long as you follow the license terms.
  • You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
  • No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.

Field Expert Reviews

Textbooks are reviewed by subject matter experts in addition to our quality assurance process. Reviewers are paid an honourarium to provide their honest feedback on the material.

Instructor
Pamela Ip, Kwantlen Polytechnic University
There needs to be a major update/overhaul before I could recommend it; otherwise, I would be spending too much time in class telling students to ignore this, or update this. IMHO, it seems like the author uploaded his text from 1990 and is expec...„
Reviewed on 10/19/2018
Marketing Professor
Brad Elder, Mohawk College
No. This book provides a comprehensive review of key marketing concepts, but requires 1) significant updating of real-world examples, all of which are pre-2000; 2) re-writing of some sectoins to make more accessible to make language more accessi...„
Reviewed on 3/30/2018
Marketing Instructor
CHEN YU JAMES LIU, Assiniboine Community College
I think the text should focus more on the Canadian students’ needs, for example, the case study could use Canadian products or companies to illustrate the marketing topics. I like the authors did consider the importance of global marketing in Canadian...„
Reviewed on 12/23/2015

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