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This is a comprehensive marketing book organized around the marketing mix. Marketing is lively, interesting, and filled with current examples. The latest concepts, theories and marketing technologies are covered in a practical and contemporary manner. Coverage of current issues and themes includes Internet marketing, marketing plans, customer value, small business, global and multicultural marketing, ethics, and careers in marketing. -- qCross-Functional Connectionsq feature explores how marketing interacts with other functional areas of a business or organization. It also focuses on marketing's key strategic role within a company. -- Each chapter is enhanced with compelling, real-time examples of Internet marketing, exposing you to qstate-of-the-Webq marketing. There's no better way to evaluate the Internet marketing efforts of a variety of companies than to see it first-hand. -- qMarketing Miscuesq shows how marketing goes awry even at the most successful companies. Often amusing and always interesting, these cases help you avoid making the same mistakes.Reps also attend biannual training programs to listen to speakers on marketing best practices, case studies, codes of conduct, and team ... Student reps employ a number of grassroots promotional and sales techniques to promote ... At Florida State University, campus reps used sidewalk chalk to pen messages such as a€œSmashing Savingsaquot; on ... The company has also partnered with companies such as Ben 8c _]errya#39;s Homemade Ice Cream and Papa johns to reachanbsp;...

Author:Charles W. Lamb, Joseph F. Hair, Carl D. McDaniel
Publisher:Intl Thomson Education Group - 2002


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