The new "Fundamentals of Marketing" package offers complete text and digital solutions to provide the flexibility you want - at a price your students can afford. "Fundamentals" provides the grounding students need to succeed in a marketplace of changing technologies and global business relationships. Every chapter has been updated and critically revised, with expanded coverage of electronic marketing, international marketing, relationship marketing, business-to-business marketing, green marketing, direct marketing, services, ethics, and quality management. Importantly, Miller and Layton make students aware of the larger marketing environment with experiential exercises, and discussion questions. It contains case studies that feature real people and real businesses.
- ISBN13 9780074714362
- Publish Date 16 January 2000
- Publish Status Out of Print
- Out of Print 25 March 2011
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw Hill Higher Education
- Edition 4th edition
- Format Hardcover
- Pages 873
- Language English