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Textbook
Basic Marketing Management, 2nd EditionISBN: 978-0-471-35392-8
Paperback
336 pages
February 2000, ©2000
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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.
Related Titles
Marketing Management
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