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By:Steven P. Schnaars
Published on 1998 by Simon and Schuster


The essential marketing text for business students and professionals--updated and revised to accommodate rapid changes in the business world. First issued in 1991, Steven Schnaars's text combines a centrist approach to basic theory with real-world business examples. In clear and focused language, Schnaar focuses on the three Cs--customers, competition, and changing market trends.

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