This edition focuses on creating customer value by providing the understanding, skills, decision-making-tools and support material for marketing and non-marketing specialists. Features include: the impact of technology; the strategic marketing process; global perspectives; the increasing importance of services as products; up-to-date marketing plans as models for student study; and cases on companies and products such as Windows 95 and Nordstrom.
- ISBN10 0078011795
- ISBN13 9780078011795
- Publish Date 22 October 2009 (first published October 1996)
- Publish Status Out of Print
- Publish Country US
- Imprint Irwin/McGraw-Hill
- Edition 10th ed.
- Language English