Book Description
This classic text, a world-wide best seller, highlights the most recent trends and developments in global marketing. It emphasises the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium. For undergraduate/graduate courses in Marketing Management.
Features and Benefits
- A millennium theme throughout-Shows how the World Wide Web and e-commerce are dramatically altering the marketing landscape-21st Century sections in key chapters, along with Marketing for the Millennium boxes, exercises, and margin notes. - Expanded Direct and On-line Marketing chapter-Includes revised coverage of electronic business; e-commerce; the on-line consumer; methods of conducting on-line marketing; and its advantages/disadvantages. - Focus on technology exercises, uses real organisations and real Internet Websites. - You're the Marketer exercises linked to the Marketing Plan Pro software. - Additional mini-case and in-text examples. - A basic disciplines perspective, includes economics; behavioural science; management theory; and mathematics.
Synopsis
For undergraduate/graduate courses in Marketing Management. This classic text, a worldwide best seller, highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium.
