Read the pages and make a brief summary of them with your own words, please. Mention important parts. Also, you will put your comments and ideas about the topic. please don't write item by item

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Read the pages and make a brief summary of them with your own words, please. Mention important parts. Also, you will put your comments and ideas about the topic. please don't write item by item

. A commitment to leading people with a bias for continu-
ous improvement and communication
- A recognition that sustained growth requires the simulta-
neous achievement of four objectives continually forever:
(a) customer satisfaction, (b) cost leadership, (c) effective
human resources, and (d) integration with the supplier
base
Web site, there is a list of the various certifications available
for people to do their part in making the total quality ap-
proach work effectively, they must have the skills to apply
the fundamental tools of quality. Making them aware of
quality and inspiring them to accept it at a philosophical
level are good and necessary steps in the right direction.
But helping them develop the actual skills necessary to
implement the concept must also be part of the transfor-
mational process.
through the ASQ. Simply click on the certification of interest,
and all relevant information pertaining to that certification
will be available. In addition, the ASQ provides assistance
to potential examinees who are preparing for certification
examinations: They may find the help they need under
the heading "Prepare for the exam" at the applicable page
on the ASQ's certification Web site address (www.asq.org/
certification). The requirements and body of knowledge re-
lating to the most pertinent of these certifications-Manager
of Quality/Organizational Excellence, Quality Engineer,
and Quality Technician-are summarized in the following
paragraphs.
KEYS TO TOTAL QUALITY
SUCCESS
Organizations that succeed never approach total quality as
just another management innovation or, even worse, as a
quick fix. Rather, they approach total quality as a new way of
doing business. What follows are common errors organiza-
tions make when implementing total quality. The successful
organizations avoid these errors.
. A commitment to fundamental improvement through
knowledge, skills, problem solving, and teamwork
. A commitment to fast-paced, constant learning, and an
ability to respond quickly to changes in the competitive
THE FUTURE OF QUALITY
MANAGEMENT IN THE TWENTY-
FIRST CENTURY
environment
A commitment to achieving end-to-end collaboration
using web-based, on-demand tools that are fully inte-
grated throughout the supply chain
. A commitnment to maintaining an environment in which
creativity, critical thinking, and innovation are not just
encouraged and supported. but demanded
There are several trends that will shape the future of quality
management. These trends are as follows:
. Increasing global competition. More and better com-
petition from emerging industrialized nations will be an
ongoing part of life for organizations.
- Increasing customer expectations. Today's global cus-
tomer is interested in not just the quality of a product
provided but also the quality of the organization that
backs it up. Customers want an excellent product or ser-
vice from an organization that also provides accurate bill-
ing, reliable delivery, after-purchase support, and social
responsibility.
• Opposing economic pressures. The global marketplace
exerts enormous, unrelenting
to continually improve quality while simultaneously re-
ducing the prices they charge for goods and services.
The key to achieving higher quality and lower prices
for customers is the reduction of the expenses associ-
ated with satisfying unhappy customers-expenses that
amount to as much as 25% of the cost of sales in many
• Senior management delegation and poor leadership.
Some organizations attempt to start a quality initiative
by delegating responsibility to a hired expert rather
than applying the leadership necessary to get everyone
involved.
Manager of Quality/Organizational
Excellence10
This certification is for managers who lead and champion
continual process-improvement initiatives, farilitates and
leads team efforts to establish and monitor customer and
As long as the concept of competition exists, there will
be a need for quality management. In the twenty-first cen-
tury, globalization will only intensify the level of compe-
tition businesses face. That is why the book you are now
reading has been translated into Korean and Indonesian.
The concept of quality management is being adopted glob-
ally and, as a result, will continue to be applied and refined
through this century.
Companies that develop the characteristics listed
above will be those that fully institutionalize the principles
of quality management. Quality management as both a
practice and a profession has a bright future. In fact, in
terms of succeeding in the global marketplace, quality
management is the future. Consequently, more and more
companies are making quality management the way they
do business, and more and more institutions of higher
education are offering quality management courses and
• Team mania. Ultimately teams should be established,
and all enhployees should be involved with them. However,
working in teams is an approach that must be learned.
Supervisors must learn how to be effective coaches, and
employees must learn how to be team players. The orga-
nization must undergo a cultural change before teamwork
can succeed. Rushing in and putting everyone in teams
before learning has occurred and the corporate culture has
changed will create problems rather than solve them.
supplier relations, supports strategic planning and de-
ployment efforts, assists in the development of measure-
ment systems, motivates staff, evaluates staff, manages
projects, manages human resources, analyzes budgets and
finances, evaluates risk, and uses management tools and
techniques.
pressure on organizations
. Deployment process. Some organizations develop qual-
ity initiatives without concurrently developing plans for
integrating them into all elements of the organization
(operations, budgeting, marketing, etc.).
. Taking a narrow, dogmatic approach. Some organi-
zations are determined to take the Deming approach,
Juran approach, or Crosby approach and use only the
principles prescribed in them. None of the approaches
advucated by dlıese and otlhei leading quality capents is
truly a one-size-fits-all proposition. Even the experts en-
courage organizations to tailor quality programs to their
individual needs.
Education and Experience Requirements In order
to sit for the Manager of Quality/Organizational Excellence
examination, individuals must have ten years of experience
in one or more of the following areas: leadership, strategic
plan development and deployment, management elements
and methods, quality management tools, customer focus,
supply-chain management, and training and development.
At least five of the ten years of experience in one or more
of these areas of expertise must be at the decision-making
level. Education waivers of up to five years are allowed for
individuals who have completed a diploma or degree from
an institution accredited by the ASQ. The waivers apply
as follows: (1) one year for a technical diploma, (2) two
years for an associate degree, (3) four years for a baccalau-
reate degree, and (4) five years for a master or doctorate
degree.
companies.
- New approaches to management. Companies that
succeed in the global marketplace have learned that
you manage budgets, but lead people. The old approach
of providing an occasional seminar or motivational
speech for employees without making any fundamen-
tal changes in the way the organization operates will no
longer work.
programs.
QUALITY CERTIFICATIONS
In a competitive work environment, one of the ways that
quality professionals can distinguish themselves, enhance
their credibility, and improve their career potential is to
become certified in an appropriate quality discipline. The
American Society
in a variety of disciplines, including Manager of Quality/
Organizational Excellence, Quality Engineer, Reliability
Engineer, Software Quality Engineer, Quality Auditor, Six
Sigma Black Belt, Six Sigma Green Belt, Quality Technician,
Calibration Technician, Quality Improvement Associate,
Quality Inspector, Quality Process Analyst, Hazard Analysis
and Critical Point Auditor, Biomedical Auditor, and
Pharmaceutical GMP Professional.
Quality Management Characteristics
for the Future
Quality (ASQ) offers certifications
. Confusion about the differences among education,
awareness, inspiration, and skill building. In order
To succeed in the global marketplace for now and in the
future, organizations need to operate according to the prin-
ciples of quality management. Such companies will have the
following characteristics:
Examination Topics The ASQ offers a practice exami-
nation that helps prospective examinees determine what the
test covers and what areas or topics they might need to re-
view more thoroughly. The body of knowledge covered on
the examination for certification as a Manager of Quality/
Organizational Excellence is as follows:
. A total commitment to continually increasing value for
customers, investors, and employees
. A firm understanding that market driven means that
quality is defined by customers, not the company
The requirements for all of these certifications are avail-
able at the ASQ's Web site: www.asq.org/certification. At this
. Leadership. Organizational structures and culture,
leadership challenges, team and team processes, and the
ASQ Code of Ethics.
Transcribed Image Text:. A commitment to leading people with a bias for continu- ous improvement and communication - A recognition that sustained growth requires the simulta- neous achievement of four objectives continually forever: (a) customer satisfaction, (b) cost leadership, (c) effective human resources, and (d) integration with the supplier base Web site, there is a list of the various certifications available for people to do their part in making the total quality ap- proach work effectively, they must have the skills to apply the fundamental tools of quality. Making them aware of quality and inspiring them to accept it at a philosophical level are good and necessary steps in the right direction. But helping them develop the actual skills necessary to implement the concept must also be part of the transfor- mational process. through the ASQ. Simply click on the certification of interest, and all relevant information pertaining to that certification will be available. In addition, the ASQ provides assistance to potential examinees who are preparing for certification examinations: They may find the help they need under the heading "Prepare for the exam" at the applicable page on the ASQ's certification Web site address (www.asq.org/ certification). The requirements and body of knowledge re- lating to the most pertinent of these certifications-Manager of Quality/Organizational Excellence, Quality Engineer, and Quality Technician-are summarized in the following paragraphs. KEYS TO TOTAL QUALITY SUCCESS Organizations that succeed never approach total quality as just another management innovation or, even worse, as a quick fix. Rather, they approach total quality as a new way of doing business. What follows are common errors organiza- tions make when implementing total quality. The successful organizations avoid these errors. . A commitment to fundamental improvement through knowledge, skills, problem solving, and teamwork . A commitment to fast-paced, constant learning, and an ability to respond quickly to changes in the competitive THE FUTURE OF QUALITY MANAGEMENT IN THE TWENTY- FIRST CENTURY environment A commitment to achieving end-to-end collaboration using web-based, on-demand tools that are fully inte- grated throughout the supply chain . A commitnment to maintaining an environment in which creativity, critical thinking, and innovation are not just encouraged and supported. but demanded There are several trends that will shape the future of quality management. These trends are as follows: . Increasing global competition. More and better com- petition from emerging industrialized nations will be an ongoing part of life for organizations. - Increasing customer expectations. Today's global cus- tomer is interested in not just the quality of a product provided but also the quality of the organization that backs it up. Customers want an excellent product or ser- vice from an organization that also provides accurate bill- ing, reliable delivery, after-purchase support, and social responsibility. • Opposing economic pressures. The global marketplace exerts enormous, unrelenting to continually improve quality while simultaneously re- ducing the prices they charge for goods and services. The key to achieving higher quality and lower prices for customers is the reduction of the expenses associ- ated with satisfying unhappy customers-expenses that amount to as much as 25% of the cost of sales in many • Senior management delegation and poor leadership. Some organizations attempt to start a quality initiative by delegating responsibility to a hired expert rather than applying the leadership necessary to get everyone involved. Manager of Quality/Organizational Excellence10 This certification is for managers who lead and champion continual process-improvement initiatives, farilitates and leads team efforts to establish and monitor customer and As long as the concept of competition exists, there will be a need for quality management. In the twenty-first cen- tury, globalization will only intensify the level of compe- tition businesses face. That is why the book you are now reading has been translated into Korean and Indonesian. The concept of quality management is being adopted glob- ally and, as a result, will continue to be applied and refined through this century. Companies that develop the characteristics listed above will be those that fully institutionalize the principles of quality management. Quality management as both a practice and a profession has a bright future. In fact, in terms of succeeding in the global marketplace, quality management is the future. Consequently, more and more companies are making quality management the way they do business, and more and more institutions of higher education are offering quality management courses and • Team mania. Ultimately teams should be established, and all enhployees should be involved with them. However, working in teams is an approach that must be learned. Supervisors must learn how to be effective coaches, and employees must learn how to be team players. The orga- nization must undergo a cultural change before teamwork can succeed. Rushing in and putting everyone in teams before learning has occurred and the corporate culture has changed will create problems rather than solve them. supplier relations, supports strategic planning and de- ployment efforts, assists in the development of measure- ment systems, motivates staff, evaluates staff, manages projects, manages human resources, analyzes budgets and finances, evaluates risk, and uses management tools and techniques. pressure on organizations . Deployment process. Some organizations develop qual- ity initiatives without concurrently developing plans for integrating them into all elements of the organization (operations, budgeting, marketing, etc.). . Taking a narrow, dogmatic approach. Some organi- zations are determined to take the Deming approach, Juran approach, or Crosby approach and use only the principles prescribed in them. None of the approaches advucated by dlıese and otlhei leading quality capents is truly a one-size-fits-all proposition. Even the experts en- courage organizations to tailor quality programs to their individual needs. Education and Experience Requirements In order to sit for the Manager of Quality/Organizational Excellence examination, individuals must have ten years of experience in one or more of the following areas: leadership, strategic plan development and deployment, management elements and methods, quality management tools, customer focus, supply-chain management, and training and development. At least five of the ten years of experience in one or more of these areas of expertise must be at the decision-making level. Education waivers of up to five years are allowed for individuals who have completed a diploma or degree from an institution accredited by the ASQ. The waivers apply as follows: (1) one year for a technical diploma, (2) two years for an associate degree, (3) four years for a baccalau- reate degree, and (4) five years for a master or doctorate degree. companies. - New approaches to management. Companies that succeed in the global marketplace have learned that you manage budgets, but lead people. The old approach of providing an occasional seminar or motivational speech for employees without making any fundamen- tal changes in the way the organization operates will no longer work. programs. QUALITY CERTIFICATIONS In a competitive work environment, one of the ways that quality professionals can distinguish themselves, enhance their credibility, and improve their career potential is to become certified in an appropriate quality discipline. The American Society in a variety of disciplines, including Manager of Quality/ Organizational Excellence, Quality Engineer, Reliability Engineer, Software Quality Engineer, Quality Auditor, Six Sigma Black Belt, Six Sigma Green Belt, Quality Technician, Calibration Technician, Quality Improvement Associate, Quality Inspector, Quality Process Analyst, Hazard Analysis and Critical Point Auditor, Biomedical Auditor, and Pharmaceutical GMP Professional. Quality Management Characteristics for the Future Quality (ASQ) offers certifications . Confusion about the differences among education, awareness, inspiration, and skill building. In order To succeed in the global marketplace for now and in the future, organizations need to operate according to the prin- ciples of quality management. Such companies will have the following characteristics: Examination Topics The ASQ offers a practice exami- nation that helps prospective examinees determine what the test covers and what areas or topics they might need to re- view more thoroughly. The body of knowledge covered on the examination for certification as a Manager of Quality/ Organizational Excellence is as follows: . A total commitment to continually increasing value for customers, investors, and employees . A firm understanding that market driven means that quality is defined by customers, not the company The requirements for all of these certifications are avail- able at the ASQ's Web site: www.asq.org/certification. At this . Leadership. Organizational structures and culture, leadership challenges, team and team processes, and the ASQ Code of Ethics.
• Strategic plan development and deployment. Strategic
planning models, business environment analysis, and stra-
tegic plan deployment.
- Management elements and methods. Management
and techniques, facilitation principles and techniques,
communication skills, customer relations, supplier man-
agement, and barriers to quality.
- The quality system. Topics include elements of the
quality system, documentation of the quality system,
quality standards and other guidelines, quality audits,
cost of quality, and quality training.
. Product and process design. Topics include classifica-
tion of quality characteristics, design inputs and review,
technical drawings and specifications, design verification,
and reliability/maintainability.
. Product and process control. Topics include tools, ma-
terial control, acceptance sampling, measurement and
testing, metrology, and measurement analysis.
. Continuous improvement. Topics include quality con-
trol tools, quality management planning tools, continuous
improvement techniques, corrective action, and preven-
tive action.
skills and abilities, communication skills and abilities,
project management, quality systems, and quality models
and theories.
. Quality management tools. Problem-solving tools,
process management, and measurement/metrics.
- Customer-focused organizations. Customer identifica-
tion, segmentation, and relationship management.
- Supply-chain management. Supplier selection, supplier
communications, supplier performance, supplier improve-
ment, supplier certification/partnerships/ alliances, and
supplier logistics.
. Training and development. Training plans, needs anal-
ysis, training material/curriculum development and de-
livery, and training effectiveness/evaluation.
• Quantitative methods and tools. Topics incude col-
lecting and summarizing data, quantitative concepts,
probability distributions, statistical decision making, re-
lationships between variables, statistical process control,
process and performance capability, and design and anal-
ysis of experiments.
Quality Engineer"
The Quality Engineer certification is for individuals who
develop and operate quality control systems, apply and ana-
lyze testing and inspection procedures, use metrology and
statistical systems to diagnose and correct quality problems,
understand human factors and motivation, understand
quality cost techniques, develop and administer manage-
ment information systems, and audit quality systems for
identifying deficiencies and correcting them.
examination for certification as a Quality Technician is as
follows:
Quality Technician12
This certification is for paraprofessionals who-under the
direction of quality engineers and managers-analyze and
solve quality problems, prepare inspection plans and in-
structions, select applications for sampling plans, prepare
procedures, train inspectors, perform audits, analyze quality
data, analyze quality costs, and apply basic statistical meth-
ods for process control.
. Quality concepts and tools. Topics include quality con-
cepts, quality tools, and team functions.
• Statistical techniques. Topics include general concepts,
calculations, and control charts.
Education and Experience Requirements In order
to sit for the Quality Engineer certification examination,
individuals must have a minimum of eight years of work
experience in one or more of the following disciplines:
management and leadership, the quality system, product
and process design, product and process control, and con-
tinuous improvement. Waivers of part of the experience
requirement available to individuals who have completed
a diploma or degree from an institution accredited by the
ASQ are as follows: (1) one year for a technical diploma,
(2) two years for an associate degree, (3) four years for a
baccalaureate degree, and (4) five years for a masters or
doctorate degree.
. Metrology and calibration. Topics include measure-
ment and test equipment and calibration.
. Inspection and testing. Topics include blueprint read-
ing and interpretation, inspection concepts, inspection
techniques and processes, and sampling.
. Quality audits. Topics include audit types, audit com-
ponents, and tools/techniques.
- Preventive and corrective action. Topics include pre-
ventive action, corrective action, and nonconforming
material.
Education and Experience Requirements In order to
sit for the Quality Technician examination, individuals must
have at least four years of higher education and/or work ex-
perience in one or more of the following disciplines: qual-
ity concepts and tools, statistical techniques, metrology and
calibrativn, inspeclivu and testing, quality audits, and pie-
ventive/corrective action. Education waivers of up to three
Examination Topics The ASQ provides a practice ex-
amination that helps prospective examinees find out what
the test covers and what areas or topics they might need to
review more thoroughly. The body of knowledge covered
on the
is as follows:
ycars are allowed for individuals who have completed a cer-
tification program or degree from an institution accredited
by the ASQ. The waivers apply as follows: (1) one year for
certification through the Quality Technology program of
a community college or technical school, (2) two years for
an associate degree, and (3) three years for a baccalaureate,
masters, or doctorate degree.
For more detail concerning the certification examina-
tions, readers are encouraged to visit the certification pages
of the ASQ's Web site: www.asq.org/certification. Details
concerning study materials, costs, examination dates, and
application procedures are provided on these pages.
camination for certification as a Quality Engineer
. Management and leadership. Topics include quality
philosophies and foundations, the quality management
system, the ASQ Code of Ethics, leadership principles
Examination Topics The ASQ offers a practice ex-
amination that helps prospective examinees find out what
the test covers and what topics they might need to review
more thoroughly. The body of knowledge covered on the
Transcribed Image Text:• Strategic plan development and deployment. Strategic planning models, business environment analysis, and stra- tegic plan deployment. - Management elements and methods. Management and techniques, facilitation principles and techniques, communication skills, customer relations, supplier man- agement, and barriers to quality. - The quality system. Topics include elements of the quality system, documentation of the quality system, quality standards and other guidelines, quality audits, cost of quality, and quality training. . Product and process design. Topics include classifica- tion of quality characteristics, design inputs and review, technical drawings and specifications, design verification, and reliability/maintainability. . Product and process control. Topics include tools, ma- terial control, acceptance sampling, measurement and testing, metrology, and measurement analysis. . Continuous improvement. Topics include quality con- trol tools, quality management planning tools, continuous improvement techniques, corrective action, and preven- tive action. skills and abilities, communication skills and abilities, project management, quality systems, and quality models and theories. . Quality management tools. Problem-solving tools, process management, and measurement/metrics. - Customer-focused organizations. Customer identifica- tion, segmentation, and relationship management. - Supply-chain management. Supplier selection, supplier communications, supplier performance, supplier improve- ment, supplier certification/partnerships/ alliances, and supplier logistics. . Training and development. Training plans, needs anal- ysis, training material/curriculum development and de- livery, and training effectiveness/evaluation. • Quantitative methods and tools. Topics incude col- lecting and summarizing data, quantitative concepts, probability distributions, statistical decision making, re- lationships between variables, statistical process control, process and performance capability, and design and anal- ysis of experiments. Quality Engineer" The Quality Engineer certification is for individuals who develop and operate quality control systems, apply and ana- lyze testing and inspection procedures, use metrology and statistical systems to diagnose and correct quality problems, understand human factors and motivation, understand quality cost techniques, develop and administer manage- ment information systems, and audit quality systems for identifying deficiencies and correcting them. examination for certification as a Quality Technician is as follows: Quality Technician12 This certification is for paraprofessionals who-under the direction of quality engineers and managers-analyze and solve quality problems, prepare inspection plans and in- structions, select applications for sampling plans, prepare procedures, train inspectors, perform audits, analyze quality data, analyze quality costs, and apply basic statistical meth- ods for process control. . Quality concepts and tools. Topics include quality con- cepts, quality tools, and team functions. • Statistical techniques. Topics include general concepts, calculations, and control charts. Education and Experience Requirements In order to sit for the Quality Engineer certification examination, individuals must have a minimum of eight years of work experience in one or more of the following disciplines: management and leadership, the quality system, product and process design, product and process control, and con- tinuous improvement. Waivers of part of the experience requirement available to individuals who have completed a diploma or degree from an institution accredited by the ASQ are as follows: (1) one year for a technical diploma, (2) two years for an associate degree, (3) four years for a baccalaureate degree, and (4) five years for a masters or doctorate degree. . Metrology and calibration. Topics include measure- ment and test equipment and calibration. . Inspection and testing. Topics include blueprint read- ing and interpretation, inspection concepts, inspection techniques and processes, and sampling. . Quality audits. Topics include audit types, audit com- ponents, and tools/techniques. - Preventive and corrective action. Topics include pre- ventive action, corrective action, and nonconforming material. Education and Experience Requirements In order to sit for the Quality Technician examination, individuals must have at least four years of higher education and/or work ex- perience in one or more of the following disciplines: qual- ity concepts and tools, statistical techniques, metrology and calibrativn, inspeclivu and testing, quality audits, and pie- ventive/corrective action. Education waivers of up to three Examination Topics The ASQ provides a practice ex- amination that helps prospective examinees find out what the test covers and what areas or topics they might need to review more thoroughly. The body of knowledge covered on the is as follows: ycars are allowed for individuals who have completed a cer- tification program or degree from an institution accredited by the ASQ. The waivers apply as follows: (1) one year for certification through the Quality Technology program of a community college or technical school, (2) two years for an associate degree, and (3) three years for a baccalaureate, masters, or doctorate degree. For more detail concerning the certification examina- tions, readers are encouraged to visit the certification pages of the ASQ's Web site: www.asq.org/certification. Details concerning study materials, costs, examination dates, and application procedures are provided on these pages. camination for certification as a Quality Engineer . Management and leadership. Topics include quality philosophies and foundations, the quality management system, the ASQ Code of Ethics, leadership principles Examination Topics The ASQ offers a practice ex- amination that helps prospective examinees find out what the test covers and what topics they might need to review more thoroughly. The body of knowledge covered on the
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