Essentials of Marketing, Second Edition

Formerly Marketing Frontiers: An Introduction to Marketing, this new edition introduces the challenges of marketing and an in-depth examination of those marketing management skills essential for handling the problems of a company in a complex economic, political, technological, and socio-cultural environment. Students -- adopting the stance of marketing consultants -- will solve a broad range of marketing problems, including consumer and industrial marketing problems, social marketing problems, as well as specific and general local and global marketing problems.