Appropriate for four-year and two-year undergraduate courses in Principles of Marketing. No other book brings students closer to doing real marketing. Each chapter introduces a decision maker, describes the marketing decisions they faced in a small case study within the chapter, and then concludes with the decisions that were made. Within this framework the text explores such cutting-edge topics as e-commerce and the technological revolution, integrated marketing communications, and entrepreneurship. With the explosion of new marketing technologies today, students are as likely to end up working for small, new, dynamic firms as they are to be employed by the traditional big companies. The text therefore covers not only the Four Ps and other marketing basics, but also introduces students to the new era of social and environmental awareness, singling out companies that conduct business ethically and return value to society. The text also addresses such themes as the importance of building relationships with customers and developing a global perspective.
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Introduces marketing from a practical, real-world perspective. Fosters the development of students' decision-making skills through the presentation of the most important current trends in marketing thought and practice in an accessible manner.From the Back Cover:
So what makes this book unique?
It's not just what we say, it's also how we say it
You'll be encouraged to focus less on memorizing definitions and more on understanding the importance of marketing. We'll take you behind the scenes in every chapter and introduce you to real marketers and explore real choices they've made. Students and instructors tell us time and again that no other book brings students closer to experiencing real marketing. We think you'll agree. The personal approach brings marketing to life.
"About this title" may belong to another edition of this title.
Book Description Pearson Canada, Toronto, 2002. Hardcover. Book Condition: New. Bookseller Inventory # DADAX0130460869