`A text that successfully bridges the gap between academic theorizing and practitioner applicability because it uses multiple real-world examples/mini-cases of

What’s your organization’s marketing strategy? Does your company meet real life marketing challenges head on and with success? This book provides a unique a

Using the strategic framework familiar to marketers, information is organized and presented as it may apply to specific stages in the strategic marketing proces

Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core the

A unique and highly useful model to help marketers segment and successfully target the important mature consumer market.