Publisher's Synopsis
This comprehensive text/casebook focuses on all aspects of planning, co-ordinating and executing marketing strategy, and this 5th edition takes a more international approach, placing greater emphasis on the customer. It features two new chapters on service marketing and international marketing and includes 46 detailed cases (of which 25 are new to this edition). The cases range from 6 to 20 pages in length and include extensive exhibits to facilitate analysis. Lotus 1-2-3 templates, a forecasting program, and data for doing SPSS analysis are also available for use on some of the cases.
