Description
This accessible overview helps learners master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars?(1) theory and concepts; (2) practices and applications; and (3) effective learning tools. A four-part organization details topics under the headings of: understanding marketing and the marketing management process, assessing opportunities in a dynamic marketing environment, developing marketing strategy and the marketing mix, and extending marketing. For individuals interested in taking an intriguing, discovery-filled journey to the business of marketing?in sales forces, retailing, advertising, research, or any other
Read More
The sixth edition of this text/CD-ROM package reflects the latest thinking in areas such as relationship marketing, communication technologies, value-delivery networks, global marketing, marketing ethics, and environmentalism. Sections cover the marketing process, the marketing environment, developing marketing strategy, and marketing and society. The CD-ROM contains videos about a fictional Internet company, plus interactive exercises that challenge students to help the company develop new marketing strategies. Armstrong is affiliated with the Kenan-Flagler Business School at the University of North Carolina-Chapel Hill; Kotler is with the Kellogg Graduate School of Management, Northwestern University. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Read Less