You can get there Where do you want to go? You might already be working in a business setting. You may be looking to expand your skills. Or, you might be setting out on a new career path. Wherever you want to go, Marketing will help you get there. Easy–to–read, practical, and up–to–date, this text not only helps you learn fundamental marketing concepts; it also helps you master the core competencies and skills you need to succeed in the classroom and beyond. The book’s brief, modular format and variety of built–in learning resources enable you to learn at your own pace and focus your studies. With this book, you will be able to: Develop an effective marketing plan designed to reach your target audience. Assess buying factors and estimate marketing effectiveness in buying situations. Learn how to segment and target markets. Conduct market research, including primary and secondary research methods, and quantitative and qualitative methods. ...

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