This text presents a comprehensive approach to the principles of marketing and focuses more attention on the importance of competitive advantage in strategic planning. It emphasizes the changing relationships in channels of distribution ranging from co-ordination of logistics efforts among companies, to the increasing conflict between producers and the large retail chains. Topics covered include: how intense competition, both in the US and around the world, is affecting marketing planning and the importance of rapid response in NPD; global issues and ethics, business-to-business and service marketing; relationship marketing; Integrated Marketing Communications (IMC); innovative marketing plans; reshaping, controlling and implementing marketing plans with faster control-related information; TQM, technology and customer services; and the relationships between marketing, operations, finance and IT.
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Currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School.
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