Basic Marketing : A Global Managerial Approach (13 Revised edition)

Embodying the continuous improvement and constant innovation of the market's most talented -- and most driven -- author, Bill Perreault, this latest edition of the marketing classic takes on the virtual corporation of the late '90s and beyond, addresses relationship marketing thoughtfully throughout, and expands its discussions of global issues, ethics, IMC, cross-functional topics, customer satisfaction, business-to-business, services and more!