This work should appeal to instructors who seek a strong strategic focus, integrated coverage of technology, and who want to provide complete instruction in marketing principles while keeping an increasing number of non-traditional students interested. The text provides treatment of emerging markets, new technologies and marketing trends in the late 1990s. All concepts and topics are discussed with the goal of helping students adapt to, and strategically plan for, changes in the marketing environment. This edition retains early coverage of strategy and an overall strategic focus, with increased emphasis on critical thinking skills in marketing, global and relationship marketing.
- ISBN10 0538882158
- ISBN13 9780538882156
- Publish Date 1 July 1998 (first published 1 January 1984)
- Publish Status Active
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western
- Edition 6th Revised edition
- Format Hardcover
- Pages 750
- Language English