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(Published 2005) From the history of advertising to the latest consumer trends, this new professional development title explores the world of real estate marketing. Written by two leading real estate professionals, this comprehensive text helps readers develop a successful marketing plan--from setting a budget and testing to defining a strategy and measuring results. Field exercises help students apply marketing principles to real-life situations. Case studies illustrate how key marketing concepts can be applied in an agent?s day-to-day business strategy.
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