The Dryden Press has brought together sixteen of the best and brightest authors in marketing to create the most cutting - edge text to hit the principles market in years. The premise behind Marketing: Best Practices was to combine the expertise of leading marketers into a principle text that offers the best of the best in every chapter. Each chapter is penned by an authority from that particular field of marketing, many of whom are widely renowned inside the classroom and boardroom for their marketing acumen. This revolutionary new text combines the best practices from every area of marketing - from advertising to services, consumer behaviour to retailing, international to technology. Serving as the consulting editor, Hoffman has ensured that the valued expertise of the 16 authors is presented in a consistent and uniform manner. Features: * A real-world emphasis is incorporated into every element of the text, from examples and applications to exercises and cases. * The text and package alike emphasize careers, giving students insight into the marketing opportunities available on the other side of graduation. Each chapter features a Careers box, spotlighting a career related to the chapter. * A technology focus is integrated throughout the text and package as well. A unique Chapter 15 is devoted to Internet Marketing. Internet & Technology boxes are featured in each chapter, integrating chapter concepts with current Internet/technology news. * As a group, the authors of Marketing: Best Practices account for more than 362 years of teaching experience at 62 universities, earning 39 teaching awards. They have published 112 books and more than 942 articles. This text is a leader in every chapter.
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