External
Introduction to Marketing
Milledge Mosby Jr. · Prince George's Community College
This textbook introduces marketing as a strategic, customer-centered process for creating and delivering value. It covers consumer and business buying behavior, segmentation and positioning, product development, channels and supply chains, marketing research, integrated communications, selling, pricing, and customer loyalty, concluding with practical guidance on building and evaluating an effective marketing plan.
CC BY-NC-SABusiness 0 views 