Summary |
This highly-esteemed and widely adopted classic has long been considered the most student accessible text for the management courses in marketing. The eleventh edition, expanded yet streamlined, builds on the fundamental strengths of the past editions while highlighting recent trends and developments in marketing. The text is woven around an emphasis on four key themes:
• Customer relationship management
• Brand Building
• Internet/technology revolution
• Marketing around the globe
It explores how the traditional theories and practices of marketing management are responding to emerging technological and market realities. Written with a multidisciplinary perspective, this balanced, comprehensive coverage also addresses the needs of practicing mangers to understand the strategic, tactical, and administrative aspects of marketing against the new challenges and opportunities in the marketplace.
Supplemented by diverse examples, illustrations, case studies, and stimulating exercises, the text brings the essentials of the subject into sharp focus, enhancing student confidence in identifying and resolving problems.
|
