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Just Published!  New edition--2024 copyright:

Marketing: Essentials 8e

​Dana-Nicoleta Lascu, Ph.D.

University of Richmond

 

Digital Options start at $39.95  eBook + Print Bundles start at $54.95

Supplements include Instructor Manual; Test Bank formatted for the major LMS platforms; PowerPoint Lecture Slides; Video Lab w|Student Assignments; Quizlet Study Apps

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Essentials is a shorter, more concise treatment than most competitors and is known for its "easy read" and memorable examples. And we keep adding adopters! Users like our affordable prices and the competitive supplement package (including a video lab supplement)! A great alternative to the traditional entries. 

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3 quick things about 8e:​

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1. Updates every topic to reflect the transformative shifts in marketing in an era of rapid technological change and economic and political uncertainty.

 

2. Presents the latest innovations and strategies in digital marketing – including social media marketing, mobile marketing, and online marketing.

 

3. Offers fresh insights into the impact of environmental developments and explores new areas related to customer relationship management, customer valuation, marketing analytics, brand communities, dynamic pricing, and sustainability.