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简介：Essentials of Marketing is a brief version of Basic Marketing, the worldwide market leading Principles text. Basic Marketing and Essentials of Marketing are the first books to develop and present the 4Ps framework (Product, Price, Place, Promotion) which describes the components of the marketing mix and forms the foundation of Marketing. Like Basic Marketing, Essentials of Marketing offers a very thorough integration of the latest marketing themes, topics, and examples woven throughout. While Essentials of Marketing is a brief text, it is not a cut-and-paste of Basic Marketing. It is written carefully, thoroughly and specifically to be suitable for shorter Marketing courses. Author Bill Perreault shows this same dedication to the supplements package. Where most principles of marketing texts have separate supplement authors, Bill Perreault creates every item in the package. This unique involvement ensures quality, accuracy, and reliability.

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简介：Gottheil (University of Illinois) carries on the traditional of previous editions, with a conversational style and principles explained by scenarios, in this fourth edition of a lively text for undergraduates. New to this edition are updated statistical information, boxes on current issues, and discussion of recent changes such as the Farm Bill of 2002 and the most recent expansions of the European Union. Learning features include color photos, links to Web sites, questions, problems, cases, and practice tests. Annotation 漏2004 Book News, Inc., Portland, OR (booknews.com)

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简介：Bill Nye discusses invention, including how it works, how to make things better, and more.