Fundamentals provides the grounding students need to succeed in a marketplace of changing technologies and global business relationships. Every chapter has been updated and critically revised, with expanded coverage of electronic marketing, international marketing, relationship marketing, business-to-business marketing, green marketing, direct marketing, services, ethics and quality management. Importantly, Miller and Layton make students aware of the larger marketing environment with experiential exercises, discussion questions and case studies feature real people and real businesses.
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