Marketing

This proven, consistent principles of marketing text provides a strong strategic focus to marketing concepts, and introduces topics with the goal of helping students develop critical thinking skills and learn to adapt to, and plan for, a changing marketing environment. Zikmund/d'Amico provides thorough treatment of emerging markets, new technologies, and hot marketing trends including IMC, direct marketing and global marketing. Internet and technology coverage are integrated throughout the book, and a dynamic student/instructor web site provides teaching and learning resources to enhance the principles course. What Went Right/What Went Wrong boxes are back in this edition, with an increased focus on critical thinking as students analyze real marketing successes-and failures.