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Principles of Marketing


Principles of Marketing

Logo for Principles of Marketing
"Principles of Marketing by Tanner, Raymond and Schuster teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment: Service dominant logic – This textbook employs the term “offering” instead of the more traditional First "P" – product. That is because consumers don’t sacrifice value when alternating between a product and a service. They are evaluating the... More
Material Type: Open Textbook
Technical Format: PDF
Date Added to MERLOT: March 23, 2010
Date Modified in MERLOT: March 10, 2015
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Submitter: Cathy Swift


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Primary Audience: College Lower Division, College Upper Division
Mobile Compatibility: Not specified at this time
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Language: English
Cost Involved: no
Source Code Available: unsure
Accessiblity Information Available: unsure
Creative Commons: Creative Commons License
This work is licensed under a Attribution-NonCommercial-ShareAlike 3.0 United States
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