The text is woven around an emphasis on four key themes: - Customer Relationship Management - Brand Building - Internet/Technology Revolution - Marketing Around the Globe It explores how the traditional theories and practices of marketing management are responding to emerging technological and market realities. The eleventh edition, expanded yet streamlined, builds on the fundamental strengths of the past editions while highlighting recent trends and developments in marketing. This highly-esteemed and widely adopted classic has long been considered the most student accessible text for the management courses in marketing.
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