This text is well-grounded in scholarship, synthesizes a number of streams of thought, and then proposes thought-provoking applications for an existing approach

The new 10th edition of Evans and Berman's Marketing 10e text continues its savvy transformation into a state-of-the-art multimedia package. The subtitle, Marke

A group of experts, leaders in their fields, provide a formal conjecture on the nature of various aspects of pharmaceutical marketing in the early part of the t

This introduction to the role of marketing in the modern corporation (both at the level of the firm and the marketing function) focuses on what the prospective