Marketing. /
Eric N. Berkowitz ... [et al.].
- 6th ed.
- Boston : Irwin/McGraw-Hill, c2000.
- xxxii, 736 p. : col. ill. ; 29 cm.
- The Irwin/McGraw-Hill series in marketing .
Includes bibliographical references and index.
Contents: Initiating the marketing process -- Understanding buyers and markets -- Targeting marketing opportunities -- Satisfying marketing opportunities -- Managing the marketing process -- Appendix C: Career planning in marketing -- Appendix D: Altenate cases.