Essentials of Marketing - Tapa blanda

[Chapter 20 on Database Marketing] is one of the majore strengths of this text compared to the competition. A brilliant idea! What is even more exciting is the national competition for the Marketing Plan and the flexibility of assigning it as a comprehensive case. I am glad that a new case will be available each semester!! Very good package. I especially like the E-Marketing Planning Worksheet, review quizzes, and the PowerPoint presentation. (Good thought in giving the students the full PPP.) (sic) The test bank is exactly what I prefer. You provide a good mixture of questions in regard to straight definitions vs. application questions, and diversity in True/False, Multiple Choice, and Short Answer. Your test bank is one of the better collections of questions I have seen in a while.

Essentials of Marketing, 3e, continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a shorter length. Developed directly from the sixth edition of Lamb, Hair, and McDaniel's best-selling Marketing text, Essentials of Marketing, 3e, is ideal for those who wish to incorporate outside projects or readings into their course. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text features a comprehensive ancillary package and companion Web site.