Textbook
Basic Marketing Management, 2nd EditionISBN: 978-0-471-35392-8
Paperback
336 pages
February 2000, ©2000
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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- Strengthened coverage on the topic of brand equity throughout the text. Chapter 2 on Marketing Strategy, Chapter 7 on Product Development, and Chapter 8 on Brand Management are updated in this area of brand equity; new research and issues will be highlighted.
- Extensive coverage of IT Issues throughout the text. For example, the Direct Marketing chapter (Chapter 12) contains new coverage of database marketing, e-commerce, relationship marketing, business to business marketing, etc.
- Curriculum integration theme. The sixth edition contained this theme of integration but the seventh edition has more extensive coverage including an icon to show the integration/application of Marketing with Finance, for instance, in examples.
- Marketing In Action and Marketing Strategies boxes. At least 75% of these boxes are new and contain more examples that build on themes of IT, brand equity, globalization, and relationship marketing. Featured companies' www URLs will be noted within each box.