Description
Fifteen chapters by scholars from around the country address issues relating to the marketing environment, market analysis, product strategy, distribution strategy, and the integration of marketing communications with pricing strategy. Within the chapters, contributors identify best practices, discuss ethics and social responsibility, examine emerging markets, and use case studies and vignettes to illustrate significant concepts. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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Voice of the Expert! MARKETING PRINCIPLES AND BEST PRACTICES, 3rd Edition combines the expertise of the best teachers and most accomplished scholars in marketing. These experts have collaborated in writing a leading-edge, contemporary principles of marketing textbook. Each chapter explains and illustrates the best practices from every facet of marketing and is written by an authority in that field. Without losing the distinct flavor of each contributing author, every chapter is consistent in format and pedagogy and edited by Dr. Doug Hoffman to ensure a consistent, streamlined presentation. This new edition has integrated an environmental framework throughout.
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