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Paperback Marketing Book

ISBN: 0764139320

ISBN13: 9780764139321


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Format: Paperback

Condition: Like New

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Book Overview

Professor Richard Sandhusen's brand-new and important fourth edition of Marketing explains how four digital-age systems have merged into one to change marketing and management practice as much in the past five years as in the previous half century. These systems--decision support, relationship marketing, integrated marketing communication, and balanced scorecard--receive detailed analysis in this extensively updated book, which also gives more comprehensive...

Customer Reviews

5 ratings

Great reference!

This is a really good book on marketing! I accidentally gave mine away and now have to buy another copy! Perfect for CLEP or other review. Actually, I found this rather interesting, and have recommended it quite a few times. A definite keeper...


I used this resource and passed the CLEP with a 70. It has all you need to know, and then some. I enjoyed learning introductory marketing principles with this book, as the illustrations and presentation were understandable and accessible. Highly recommended.

Great MBA program, or CLEP, prep

Your Business Review series is excellent. While this series was not designed for CLEPs or any of the other standardized examinations universities use to test accomplished areas of knowledge, I have found the entire series crucial for just that. Particularly as I am entering an MBA program. These volumes were precisely what I needed, and I have been telling everyone with even slight interest in these topics about them. Specifically, I am referring to the following books of the series (by title): Accounting, Business Statistics, Economics, Finance, Management, and Marketing.

Good as primer or reference

Most marketing textbooks tend to be thematic, flashy, cluttered with "examples," and to a certain extent, they tend to extol the virtues of marketing. Not this book. Sanhusen gives a detailed, comprehensive review of the information presented in an introductory marketing class, in a format that can serve both as a primer and a reference. By omitting long explanations and numerous examples to illustrate a single point, this book presents the information in a straight forward, no nonsense manner. A fictitious company is presented in the first chapter, and it is used to reinforce key points in subsequent chapters. Other examples are not overtly woven into the fabric of the text, but discrete sections. If you are cramming for an exam, you can skip over them without the fear of missing any critical information. Compared to the other marketing texts I have read, this is by far the best, and would make an excellent resource for preparing for the CLEP marketing exam or as a supplement to a college text.

Highly readable and very informative

I used this book as a supplement to a (much drier) marketing textbook. I found that the author's easy writing style and use of real-life business situations made even difficult concepts easy to understand, and my enjoyment level of the course was greatly increased. Thanks for the help--I ended up with an "A" in the class!
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