Book Description
The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of learners. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides students with an exhilarating first introduction to the dynamic world of marketing.

FROM THE PUBLISHER

A comprehensive marketing text organized around the marketing mix and filled with student-oriented, current examples of the latest marketing topics, concepts and technologies.

SYNOPSIS

This textbook outlines key principles and theories, illustrating them with recent examples, and discusses various topics relevant to product decisions, distribution, promotion, pricing, and technology-driven marketing. A companion CD-ROM contains worksheets, a multicultural marketing module, a competitive intelligence module, self-tests, a Power Point presentation, and video clips. The authors teach marketing and business at Texas Christian University, Louisiana State University, and the University of Texas in Arlington. Applying a commonly used marketing ploy itself, the book lists a 2004 copyright date in an effort to look a year newer than it is. Annotation (c)2003 Book News, Inc., Portland, OR

FROM THE CRITICS

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