This is a comprehensive marketing book organized around the marketing mix. Marketing is lively, interesting, and filled with current examples. The latest concepts, theories and marketing technologies are covered in a practical and contemporary manner. Coverage of current issues and themes includes Internet marketing, marketing plans, customer value, small business, global and multicultural marketing, ethics, and careers in marketing.-- Cross-Functional Connections feature explores how marketing interacts with other functional areas of a business or organization. It also focuses on marketing's key strategic role within a company.-- Each chapter is enhanced with compelling, real-time examples of Internet marketing, exposing you to state-of-the-Web marketing. There's no better way to evaluate the Internet marketing efforts of a variety of companies than to see it first-hand.-- Marketing Miscues shows how marketing goes awry even at the most successful companies. Often amusing and always interesting, these cases help you avoid making the same mistakes.
Business-Money, Marketing-Sales, Advertising,