Author Description

This comprehensive yet accessible text ushers students into the world of marketing through the eyes of business people in large and small companies,government agencies,and nonprofit organizations. The style is friendly and inviting without compromising academic strengths. The text presents hundreds of examples that hold students' interest while helping them understand the principles of contemporary marketing. Each chapter is framed by unique "Facing A Marketing Challenge" and "A Case for Critical Thinking: Meeting a Marketing Challenge," thought-provoking scenarios from real companies that let students examine and attempt decisions face by marketing executives.