Marketing

de Roger A. Kerin, Steven W. Hartley, William Rudelius

"Marketing: The Core presents an easy-to-read introduction to the exciting, dynamic, and challenging field of marketing. Drawing upon the successful approach used in the author team's larger text, Marketing, this concise version presents the basic concepts essential to an introductory marketing course, while also retaining the pedagogy that has made Marketing a best-selling text."--BOOK JACKET.