Essentials of marketing : a marketing strategy planning approach

Abstract

This book prepares students for success by teaching skills through examples, explanations, frameworks, models, classification systems, cases, and practical how-to techniques geared toward increasing analytical abilities and helping students figure out how to do a superior job of satisfying customers. Special topics like relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, ethics, social issues, and business-to-business marketing are integrated throughout.