Marketing

Product description Substantial revision, now 18% shorter. This text has a strategic orientation, thorough coverage of marketing planning including Millennium marketing plan), fully integrates international (no separate chapter), three comprehensive end-of-text cases, along with a contemporary design including info graphics and embedded boxes entitled "Risk and Gambles", "Behind the Scenes" and "Open to Debate". From the Publisher This substantial revision, now 15% shorter, has a strategic orientation including a real marketing plan, the Millinnium Marketing Plan. It fully integrates global issues throughout. There are three distinctive chapters that explore the important topics of competitive advantage, brand building and relationships, and direct marketing. The contemporary design includes information graphics and embedded boxes entitled "Risks and Gambles," "Behind the Scenes," and "Open to Debate." From the Back Cover Key Benefit: Substantial revision, now 18% shorter. Key Topics: This book has a strategic orientation, thorough coverage of marketing planning including Millennium marketing plan. It fully integrates international (no separate chapter), three comprehensive end-of-book cases, along with a contemporary design including info graphics and embedded boxes entitled "Risk and Gambles", "Behind the Scenes" and "Open to Debate".