Marketing: Connecting with Customers - Softcover

Harrell, Gilbert D.

Softcover

ISBN 10: 0130334944 ISBN 13: 9780130334947

Publisher: Pearson, 2001

Synopsis

Fall '02 courses will receive 3 hole-punched/loose-leaf edition with FREE Marketing Plan Pro. This text communicates precisely what today's outstanding marketers do―CONNECT with their customers―through technology, through relationships, and with diversity―globally and ethically. It provides a contemporary, exciting treatment of marketing that integrates the author's years of teaching, research, and consulting experience with a bias for action and application to real-world issues and forces. In particular, it shows how the Internet has transformed how this "connecting" takes place.

About this title

From the Back Cover

Telling students that the Internet matters is like telling them to breathe. They already know it matters. And they already use it almost as much as they breathe. So what do we teach students about the Internet in the principles class?
The second edition of Marketing- Connecting with Customers builds on the foundation of the first edition while extending the "connecting with customers" theme. A new Bricks or Clicks feature at the end of every chapter shows how companies are embracing—or shunning—the Internet in their efforts to connect with customers, and new vignettes and examples are sprinkled throughout the text to show how companies are connecting with customers right now. These companies range from well-known e-commerce firms such as eBay, Yahoo!, and Palm Pilot, to lesser-known EnronOnline for energy and CAVE, which provides an automatic virtual environment.
To further enhance the experience, the Mastering Marketing CD-ROM can be shrink-wrapped to the text for a nominal fee. Mastering Marketing is a multimedia CD-ROM that uses video and interactive exercises to involve students in actively learning core marketing concepts through a fictional e-business, Canto, as it faces practical marketing problems. Students make decisions by relating key concepts from the book to questions based on the marketing issues faced by the staff of Canto.

Edition details

• Publisher: Pearson
• Publication date: 2001
• Language: English
• ISBN 10: 0130334944
• ISBN 13: 9780130334947
• Binding: Paperback
• Edition number: 2
• Number of pages: 640