The tenth edition remains a solid, consistent, reader-friendly book which stresses the importance and necessity of a customer-oriented approach. Every chapter is replete with international and ethical references, as well as managerial perspectives - and environmental marketing issues are covered periodically. The tenth edition is two chapters shorter than the last edition, so as to allow more time to cover it in its entirety. Eight of the 22 chapters have been extensively rewritten and all chapters have been updated. Each chapter is now framed by a short case involving a brand-name company: the case introduces the chapter, then closes the chapter with a follow-up. New "You Make the Decision" boxes invite students to grapple with managerial challenges real marketers are facing and new "A Commitment to ..." boxes emphasize the necessity for commitment to the environment, to customer satisfaction, or to quality. Two "Hands-on Marketing" exercises requiring library and/or field research have been added to the end of each chapter.
- ISBN10 0071009418
- ISBN13 9780071009416
- Publish Date 31 August 1991 (first published June 1971)
- Publish Status Unknown
- Publish Country GB
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Education (ISE Editions)
- Edition 9th edition
- Format Paperback
- Pages 688
- Language English