New Features:

• New Cases. The authors have hand picked new cases that relate closely to the material in the chapters.


• New From The Field. Two per chapter with one globally focused, these provide examples and additional concepts to support the chapter.


• New Business 2 Business Boxes. Two per chapter, with at least one using the company from the opening profile. This feature encourages students to pause and reflect, incorporating different aspects of learning.


• New Discussion Questions. Most of the questions are new to this edition and the authors added ethics questions to every chapter.


• New Internet Exercises have been added to keep up with the changing and evolving information on the Web.


• New End of chapter cases test the students? knowledge in new ways.


• New Additional Readings for students to receive further information for each chapter and its concepts.


• Relationship marketing is totally integrated and not an after thought.


• Best coverage of how marketing fits in and contributes to the organization.


• Based in theory but always with a practical application.


• A learning organization perspective provides a cutting-edge feel.


• Technology is emphasized throughout, in part by providing web sites for all chapter-opening profiles and Web exercises at the end of each chapter.


• Material from all business disciplines integrated throughout to strengthen students' ability to practice business marketing.


• The text stresses an emphasis on growing business from current customers--the only book that intentionally emphasizes current customers throughout the text but especially in the Marketing Opportunities chapter and the Developing and Managing Products chapter, along with a Customer Retention center.


• Unique treatment of electronic marketing and other forms of direct communication in the One to One Marketing chapter.


• The best treatment of evaluating marketing performance. The book includes integration of ABC accounting as applied to marketing, the use of the balanced scorecard, and other state-of-the-art methods not found in any detail (if at all) in other books.


• Unique chapters: Weaving Marketing into the Fabric of the Firm; The One to One Media; and Customer Retention and Maximization.


• Each chapter opens with a company or industry profile that is then used as a running example throughout the chapter.