This comprehensive revision of Marketing Lamb 11th Edition shows real improvements. Two new chapters are included on Competitive Intelligence and One-to-One Marketing. Both are welcome additions. The Internet chapter is on-line since it would be futile to try and publish on paper about a subject that changes daily. There are severeal references to internet subjects and even some of these do not exist anymore. Marketing Lamb 12th Edition design has been modernized and the cases and real-world stories are very up-to-date. I use this text to teach a Marketing Certificate program at UCSB Extension to International students and they find it very understandable and stimulating.
Product Details
Hardcover: 912 pages
Publisher: South-Western College/West; 12 edition (January 16, 2012)
Language: English
ISBN-10: 111182164X
ISBN-13: 978-1111821647
Product Dimensions: 10.9 x 8.7 x 1.5 inches
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