Revised edition of the authors' Essentials of marketing, [2019]

-- Instructor's manual -- Manual of objective tests.

This book offers a thorough integration of the latest marketing themes, topics and examples blended with the traditional strengths of communication and a focus on management decision-making in marketing.

The Marketing Game is a competitive marketing strategy simulation that allows students the opportunity to apply their marketing knowledge in a fun and interesting way.

Flexibility is the key word for this outstanding simulation. Your students, whether undergraduate or MBAs, will find the challenges and decisions which must be made rewarding. The Marketing Game! is several simulations in one!

The 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the field.