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 mist