Publisher's Synopsis
This study places emphasis upon visual learning. Key concept graphics, current advertisements that capture student interest and student-oriented in-text examples aim to aid visualizing and understanding. Concepts such as creating an advertisement that works, branding a product, and the new product development process are included in the book along with a greater emphasis on relationship marketing. The work now includes two chapters on international marketing, with global issues integrated throughout the text with examples.;Topics such as customer satisfaction/dissatisfaction, changing technology and its impact on marketing, employee empowerment, internal marketing, quality, customer service and re-engineering are included in the discussion. Appendices on financial analysis and marketing management, and careers are also incorporated into the text.;An instructor's manual, study guide and test item file are also available.
