Essentials of marketing

Synopsis

Drawing frequently upon real world examples, this volume presents an introduction to the principles of marketing. The text is accompanied throughout by high-quality color photographs of advertisements and consumers. Topics include, for example, consumer decision making, targeting markets, developing and managing products, retailing, and Internet marketing. The third edition features new material on Integrated Marketing Communications (IMC). The CD-ROM contains two video cases, PowerPoint slides, e-marketing planning worksheets, and practice quizzes. Annotation c. Book News, Inc., Portland, OR (booknews.com)