An up-to-the-moment overview of consumer behavior, this first book in the Basics Marketing series examines the role of consumers as individuals and decision makers. Using real-world examples, it explores the relationships ...

Core concepts of marketing is a brief introduction to marketing principles that leads students to the marketing strategies and tools that practitioners use to market their products. It emphasizes how the various marketing ...

This book provides a thorough guide that is both accessible and clear, and is packed with case studies and examples which show how successful international marketing techniques have been implemented in practice.

Marketing management highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new ...

Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.

Today’s marketing challenge is to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives. To help readers understand how to create value and gain loyal customers, ...

Principles of Service Marketing and Management, Second Edition, is designed to complement the materials found in traditional marketing principles texts. It avoids sweeping and often misleading generalizations about services, ...