Book DescriptionMarketing: Principles and Perspectives, 4e is a cutting edge text In the first edition, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication and Direct Marketing In the second edition we continued our modern coverage by integrating cross-functional teams, customer loyalty, одджж and the Internet / technology The third edition includes an Internet Marketing chapter and continues to fully integrate the Internet throughout The authors not onlytalk about what marketing is, but prepare the students to be marketers by involving them in interactive exercises which strengthen decision making skills Marketing, 4e offers the latest coverage, quality professor supplements, and an interactive studentweb tool and still it is approximately $20 less than most principles of marketing competitors The perspectives approach is present in the fourth edition, however, the over-riding theme concentrates on building customer equity.  Ах, как хочется2003 г ISBN 0072860588.