The text presents a global, behavioral, and multi-disciplinary coverage of consumer behavior. Consumers is praised as the most current text in the field in the areas of technology, research, and illustrative examples.

Based on feedback from reviewers, author Tom Duncan has increased the 2nd Edition coverage of key advertising concepts (like channel marketing, customer service, direct response and personal selling) to ensure a well-rounded approach to the ...

This book, which represents a departure from the standard offerings for this course, is distinctive in three significant ways.

This text and disk aim to provide comprehensive coverage of direct marketing practice and techniques, exploring marketing strategy and marketing management. Ten case studies are included.

A comprehensive collection of vital discussions that include the role of the product manager, brand equity, product management strategy, technology incorporation, promotional activities and global aspirations.

This is a Harvard casebook that is appropriate for the rigorous end of the spectrum in Marketing Management courses.

This text covers the concepts and theories of creating and implementing a marketing strategy, and offers a focus on the strategic planning process and marketing's interfunctional relationship.