The fourth edition of this text is driven by the creation of customer and shareholder value. This text evolved from the traditional 4 Ps but embraces new shifts and trends in the industry, and takes introductory students on an exploration of marketing with unprecedented vitality and energy. It has been updated to better capture the student's interest through new, more engaging and topical case studies; more challenging end-of-chapter questions and projects; greater links to industry; and an increased emphasis on ethics, relationship marketing, global marketing, and societal marketing. Interesting and relevant real examples challenge students to open their eyes to the applications surrounding them in the world and through media channels. An 18-person review panel has assessed the impact, relevance and student appeal of every application included, making this book the most extensively examined and updated text on the market.
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Book Description McGraw Hill Higher Education. Book Condition: Good. A copy that has been read, but remains in good condition. All pages and cover are intact with limited wear. This is a used textbook with. Bookseller Inventory # E-2-7-01245
Book Description McGraw Hill Higher Education, 2003. Hardcover. Book Condition: Acceptable. Access code may have been used Satisfaction 100% guaranteed. Bookseller Inventory # mon0001475931
Book Description McGraw-Hill Education / Australi, 2003. Hardcover. Book Condition: Good. A few small marks to the page edges. A slight tan to the page edges. Minor Shelfwear. Good condition is defined as: a copy that has been read but remains in clean condition. All of the pages are intact and the cover is intact and the spine may show signs of wear. The book may have minor markings which are not specifically mentioned. Most items will be dispatched the same or the next working day. Bookseller Inventory # mon0005089049