Covering marketing developments, this book is built around the authors' seminal 4Ps (Product, Price, Place, Promotion) framework, and integrates fresh concepts and examples. It covers: customer equity, customer-initiated interactive communications, and ethical issues. It also includes a CD featuring video clips to accompany cases in the text.

About the Author

William D. Perreault Jr. is a professor at the University of North Carolina at Chapel Hill. E. Jerome McCarthy is a professor at Michigan State University.

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