Substantial revision, now 18% shorter. This text has a strategic orientation, thorough coverage of marketing planning including Millennium marketing plan), fully integrates international (no separate chapter), three comprehensive end-of-text cases, along with a contemporary design including info graphics and embedded boxes entitled "Risk and Gambles", "Behind the Scenes" and "Open to Debate".
- ISBN10 0130163872
- ISBN13 9780130163875
- Publish Date 1 December 1994 (first published 9 January 1992)
- Publish Status Out of Print
- Out of Print 17 October 2003
- Publish Country US
- Imprint Pearson
- Edition 2nd edition
- Format Hardcover
- Pages 704
- Language English