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Marketing perspectives from business week to accompany: Fundamentals of marketing
The ninth edition of Fundamentals of Marketing by Stanton, Etzel, and Walker contains numerous examples from the business world. These examples show how firms use (or, in some cases, misuse) various marketing strate- gies, concepts, and techniques. They also point out impor- tant marketing trends.
Sometimes, however, limited space prevented in-depth description or explanation of these real-world applications and trends. Thus, we are pleased to offer this collection of articles from Business Week as a companion to the ninth edition of Fundamentals of Marketing. These articles will provide you with the "rest of the story" related to various topics discussed in the text.
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