MARKETING CREATING and DELIVER VALUES
Quester, Pascale; McGuiggan, Robyn
Publication Date :
9 Oct 2006
Quester and McGuigan's text has evolved from the traditional 4 Ps, embracing new shifts and trends in the industry and taking introductory students on an exploration of marketing with unprecedented vitality and energy. Interesting and relevant real examples challenge students to open their eyes to the applications surrounding them in the world and through media channels. The fifth edition includes engaging new topical case studies; the addition of challenging end-of-chapter questions and projects; even stronger links to industry; and an increased emphasis on ethics, relationship marketing, global marketing, and societal marketing.