This text emphasizes integrated marketing communications and focuses on customer loyalty and cross-functional teams, as well as full integration of the Internet. Each chapter opens with an Internet home page of a company, such as Kodak, and discusses how that site is being used to market the company. At the end of each chapter there is an Internet exercise and the text includes global cases, boxed features on using technology, earning customer loyalty and being entrepreneurial.
- ISBN10 025611319X
- ISBN13 9780256113198
- Publish Date 1 January 1995 (first published 1 February 1988)
- Publish Status Out of Print
- Out of Print 23 April 1999
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint Irwin Professional Publishing
- Format Hardcover
- Pages 672
- Language English