Mktg Principles Of Marketing

About the Book: MKTG with CourseMate

4LTR Press, a Cengage Learning product, is a widely acclaimed concept of learning with a simple approachandmdash;creating an innovative teaching and learning solution built around todayandrsquo;s learners and teachers. The idea behind bringing out this series of books is to introduce students and teachers in South Asia to an innovative concept in management studies. Since the launch, 4LTR Press has helped more than 1,800,000 college students at over 2,000 schools succeed worldwide.

MKTG, a 4LTR Press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys and presents the content in a visually engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and offers a balanced approach, demonstrating how to use marketing information to make business decisions. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.

Contents

PART 1

Chapter 1 An ov...