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18 Marketing: the Basics
marketing; this is one of them. It presents key ideas for high-tech marketing in an understandable manner. Mohr worked in the industry, for HP, for a number of years and it shows.
Philip Kotler and Kevin Lane Keller, Marketing Management, 13th edition, Upper Saddle River, NJ, Prentice Hall, 2009. Probably the best selling marketing textbook in the world are ones by Philip Kotler and his various co-authors. At McGill we use the Canadian edition, but there are editions for many other countries. It is a classic which is very regularly updated.