3 Review(s)

It is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The authors examine many components of a market-driven strategy, including technology, customer service, customer relationships, pricing, and the global economy. The text provides a strategic perspective and extends beyond the traditional focus on managing the marketing mix. Key Features Emphasis on topics such as strategy, ethics, Internet, cross-functional relationships, innovation, and global applications Customer Relationship Management covered in several chapters Coverage of topics like brand identity, brand strategy, and brand portfolio management Special attention has been given to Marketing Metrics throughout the book 28 New Cases Internet Features are included in all chapters