Marketing
Advertising Principles
Contemporary Advertising,
14th edition
Published: 11/30/2012
William Arens, Michael Weigold, and
Christian Arens
ISBN: 978-0-07-802895-3 / 736 pp.
ISBN: 978-0-07-131838-9 (OR)
Presenting Advertising as it is actually
Practiced. Known for its current examples,
the author’s ability to pull from realworld experiences, and clear writing
style, the 14th edition of Contemporary
Advertising is a popular favorite among
Advertising faculty and students. Taking a
comprehensive view of the industry, this
text presents advertising from the creative
stand-point, and the authors draw from
their industry experience to lend life
to the examples. This text continues to
address the importance of Integrated
Marketing Communications (IMC) in the
field of Advertising and how it impacts
advertising strategy through featured
examples of IMC campaigns.
Supplements:
• Connect Advertising
• ConnectPlus Advertising
. . . . . . . . . . . . . . . . . . . . .
Advertising and Promotion
Advertising and Promotion:
An Integrated Marketing
Communications
Perspective, 9th edition
Published: 01/25/2011
George Belch and Michael Belch
ISBN: 978-0-07-340486-8 / 864 pp.
ISBN: 978-0-07-131440-4 (GE)
Belch/Belch 9th edition continues its
Advertising focus with an emphasis on
IMC. It includes very comprehensive
coverage of Agency issues and creative
work and how it is related to the IMC mix.
The authors understand that marketers
must look beyond traditional media in
order to achieve success. In order to best
communicate with consumers, advertisers
must utilize a myriad of tools (advertising,
public relations, direct marketing,
interactive/Internet marketing, sales
promotion, and personal selling); Belch/
Belch is the first book to reflect the
shift from the conventional methods of
advertising to the more widely recognized
approach of implementing an integrated
marketing communications strategy.
The text underscores the importance
of recognizing that a firm must use all
promotional tools available to convey a
unified message to the consumer. The
integrated marketing communications
perspective (the theme of the text)
catapults the reader into the business
practices of the 21st century.
www.mhhe.com/belch9e
Other Formats:
• CourseSmart Ebook ISBN: 978-0-07-732536-7
• eBook Online ISBN: 978-0-07-742805-1
• Loose Leaf version ISBN: 978-0-07-742796-2
Supplements:
• Connect Advertising
• Connect Plus Advertising
Consumer Behavior
Consumer Behavior:
Building Marketing
Strategy, 12th edition
Published: 02/03/2012
Delbert Hawkins, David
Mothersbaugh, and
Roger Best
ISBN: 978-0-07-353004-8 / 816 pp.
ISBN: 978-0-07-131512-8 (OR)
Consumer Behavior: Building Marketing
Strategy provides students with a usable,
strategic understanding of consumer
Available for Spring
©2014 & EARLIER
behavior. The authors believe that
knowledge of the factors that influence
consumer behavior can, with practice, be
used to develop sound marketing strategy.
As a consequence, the text integrates
theory, strategy-based examples, and
application.
www.mhhe.com/hawkins12e
International Marketing
International Marketing,
16th edition
Published: 10/05/2012
Philip Cateora and John Graham
ISBN: 978-0-07-352997-4 / 736 pp.
International Marketing by Cateora, Gilly,
and Graham has been a pioneer in the
field of international marketing. The
authors continue to set the standard
in this edition with new and expanded
topics that reflect the swift changes of
the competitive global market, as well as
increased coverage of technology’s impact
on the international market arena. Now
with over 100 new academic articles and
their findings integrated into this 16th
edition!
Providing a well-rounded perspective of
international markets that encompasses
history, geography, language, and religion
as well as economics, International
Marketing helps students to see the
cultural and environmental uniqueness
of any nation or region. The 16th edition
reflects all the important events and
innovations to affect global business
within recent years, while including
several new and updated learning tools
and teaching resources.
Supplements
• Connect International Marketing
• ConnectPlus International Marketing
. . . . . . . . . . . . . . . . . . . . .
For more information or to request an examination copy contact your local sales representative or email: mghasia_sg@mcgraw-hill.com
1
Marketing
Global Marketing, 1st
edition
Published: 02/07/2012
llan Alon and Eugene Jaffe
ISBN: 978-0-07-802927-1 / 560 pp.
ISBN: 978-0-07-131820-4 (OR)
Hailing from America, Europe and
the Middle East, the authors of Global
Marketing provide a truly international
and comparative perspective to the study
of marketing. Examples are provided
from across the continents encompassing
small and medium enterprises (SMEs). In
addition, well-researched multinational
companies are explored and give justice
to the breadth and depth of this field.
Cases on well-known companies, such
as Disney, Starbucks, Wal-Mart, Archer
Daniels Midland (ADM), and Corona are
supplemented by cases on lesser-known
and smaller companies from emerging
markets, such as Proton Car from Malaysia
and San Lu from China. In addition to
short, end of chapter cases that can be
used in classroom discussion, the book
also boasts longer, end of book cases
which require integration of multiple
chapters and synthesis of knowledge to
identify and solve international marketing
problems.
Marketing Management
Marketing Management,
11th edition
Published: 10/19/2012
J. Paul Peter and James Donnelly, Jr
ISBN: 978-0-07-786105-6 / 864 pp.
ISBN: 978-0-07-131555-5 (OR)
Marketing Management, 11e, is a text
and casebook written by Peter and
Donnelly. It is praised in the market
for its organization, format, clarity,
brevity and flexibility. The goal of this
text is to enhance students’ knowledge
of marketing management and to
advance their skills in developing
successful marketing strategies. The
six stage learning approach is the focus
text. Each section has as its objective
either knowledge enhancement or skill
development, or both. The framework
and structure of the book is integrated
throughout the sections of the new
edition. The basic structure of the
text continues to evolve and expand
with numerous updates and revisions
throughout.
. . . . . . . . . . . . . . . . . . . . .
Marketing Management: A
Strategic Decision-Making
Approach, 8th edition
Published: 01/31/2012
John Mullins and Orville Walker
ISBN: 978-0-07-802879-3 / 576 pp.
ISBN: 978-0-07-132637-7 (IE)
The eighth edition of Marketing
Management: A Strategic Decision-Making
Approach, concentrates on marketing
decision-making, rather than mere
description of marketing phenomena.
By providing specific tools and decision
frameworks, it prepares its readers to
hit the ground running and contribute
tangibly to the marketing efforts of firms
large and small.
Drawing on its authors’ wealth of
entrepreneurial and executive experience,
along with their thought-leading research,
the book provides an abundance of
real-life examples of marketing decisions
– both good and not-so-good – from
around the world in companies ranging
from entrepreneurial start-ups to multinational giants.
This edition continues to be the most
Available for Spring
©2014 & EARLIER
current and internet-savvy book available,
injecting the latest developments in
internet-based communication and
distribution technology into every chapter.
www.mhhe.com/mullins8e
. . . . . . . . . . . . . . . . . . . . .
Preface to Marketing
Management, 13th edition
Published: 01/11/2012
J. Paul Peter and James Donnelly, Jr
ISBN: 978-0-07-802884-7 / 288 pp.
ISBN: 978-0-07-131802-0 (OR)
Preface to Marketing Management, 13e,
by Peter and Donnelly, is praised in the
market for its organization, format, clarity,
brevity and flexibility. The thirteenth
edition serves as an overview for critical
issues in marketing management. Its
brief, inexpensive, paperback format
makes it a perfect fit for instructors who
assign cases, readings, simulations or
offer modules on marketing management
for MBA students. The text also works in
courses that implement a cross-functional
curriculum where the students are
required to purchase several texts.
www.mhhe.com/peterdonnelly13e
Marketing Principles
Marketing, 4th edition
Published: 01/03/2013
Dhruv Grewal and Michael Levy
ISBN: 978-0-07-802900-4 / 736 pp.
Grewal/Levy was designed for today’s
changing student population. It has a
strong emphasis on experiential learning
and focuses on the value that marketers
create for the firm. This textbook also
provides students with hands-on learning
tools through Connect Marketing, and
provides professors with updated tools
every month through the monthly
newsletter.
For more information or to request an examination copy contact your local sales representative or email: mghasia_sg@mcgraw-hill.com
2
Marketing
With Connect Plus, students examine
how firms analyze, create, deliver,
communicate, and capture value by
exploring both the fundamentals in
marketing and new influencers, such as
social media, all in a format that allows
for instructor assessment of learning
outcomes, and provides students with a
tight integration of topics.
. . . . . . . . . . . . . . . . . . . . .
Basic Marketing, 19th
edition
Published: 03/01/2013
William Perreault, Jr., Joseph Cannon
and E. Jerome McCarthy
ISBN: 978-0-07-802898-4 / 832 pp.
ISBN: 978-1-259-06076-2 (OR)
Built on a strong foundation, Basic Marketing
18e with ConnectPlus and LearnSmart provides
an integrated teaching and learning solution for
presenting the four Ps framework and managerial
orientation with a strategy planning focus. The
Perreault franchise was the pioneer of the “four
Ps” in the introductory marketing course. The
unifying focus of Basic Marketing has always been
on how to make marketing decisions in deciding
what customers to focus on and how best to
meet their needs. Consistent with our belief in
continuous quality improvement, this edition has
been critically revised, updated, and rewritten to
reflect new concepts, new examples, recent “best
practices,” and to tightly integrate the best digital
tools in the industry for ensuring that students
are prepared to engage in classroom lectures and
pursue future business and marketing careers.
. . . . . . . . . . . . . . . . . . . . .
Marketing: The Core, 5th
edition
Published: 10/19/2012
Roger Kerin, Steven Hartley, William
Rudelius, and Erin Steffes
ISBN: 978-0-07-802892-2 / 544 pp.
Marketing: The Core 5/e by Kerin, Hartley
and Rudelius continues a tradition of
leading the market with contemporary,
cutting-edge content presented in a
conversational student-oriented style,
supported by the most comprehensive,
innovative, and useful supplement
package available. This text and package
is designed to meet the needs of a wide
spectrum of faculty—from the professor
who just wants a good textbook and a
few key supplements, to the professor
who wants a top-notch fully integrated
multimedia program. Marketing: The
Core utilizes a unique, innovative, and
effective pedagogical approach developed
by the authors through the integration of
their combined classroom, college, and
university experiences. The elements of
this approach have been the foundation
for each edition of Marketing: The Core
and serve as the core of the text and its
supplements as they evolve and adapt to
changes in student learning styles, the
growth of the marketing discipline, and
the development of new instructional
technologies. The distinctive features of
the approach are illustrated below:
• High Engagement Style—Easy-to-read,
interactive, writing style that engages students
through active learning techniques.
• Personalized Marketing—A vivid and
accurate description of businesses, marketing
professionals, and entrepreneurs—through
cases, exercises, and testimonials—that allows
students to personalize marketing and identify
possible career interests.
• Marketing Decision Making – The use
of extended examples, cases, and videos
involving people making marketing decisions.
• Integrated Technology—The use of powerful
technical resources and learning solutions.
• Traditional and Contemporary Coverage—
Comprehensive and integrated coverage of
traditional and contemporary concepts.
• Rigorous Framework—A pedagogy based
on the use of Learning Objectives, Learning
Reviews, Learning Objectives Reviews, and
supportive student supplements.
Supplements:
• Connect Marketing with LearnSmart
• ConnectPlus Marketing with LearnSmart
. . . . . . . . . . . . . . . . . . . . .
Available for Spring
©2014 & EARLIER
Annual Editions: Marketing
12/13, 35th edition
Published: 03/16/2012
Dushkin, John Richardson, and
Nisreen Bahnan
ISBN: 978-0-07-352870-0 / 192 pp.
The Annual Editions series is designed to
provide convenient, inexpensive access
to a wide range of current articles from
some of the most respected magazines,
newspapers, and journals published today.
Annual Editions are updated on a regular
basis through a continuous monitoring of
over 300 periodical sources. The articles
selected are authored by prominent
scholars, researchers, and commentators
writing for a general audience. The Annual
Editions volumes have a number of
common organizational features designed
to make them particularly useful in the
classroom: a general introduction; an
annotated table of contents; a topic guide;
an annotated listing of selected World
Wide Web sites; and a brief overview for
each section. Each volume also offers an
online Instructor’s Resource Guide with
testing materials. Using Annual Editions
in the Classroom is a general guide that
provides a number of interesting and
functional ideas for using Annual Editions
readers in the classroom.
www.mhhe.com/annualeditions
. . . . . . . . . . . . . . . . . . . . .
Essentials of Marketing,
13th edition
Published: 09/20/2011
William Perreault, Jr., Joseph Cannon,
and E. Jerome McCarthy
ISBN: 978-0-07-802888-5 / 728 pp.
ISBN: 978-0-07-131702-3 (OR)
This book is about marketing and
marketing strategy planning. At its
essence, marketing strategy planning is
about figuring out how to do a superior
job of satisfying customers. This author
team takes that point of view seriously
and believes in practicing what they
For more information or to request an examination copy contact your local sales representative or email: mghasia_sg@mcgraw-hill.com
3
Marketing
preach. Instructors and students can
trust that this new edition of Essentials
of Marketing 13e– and all of the other
teaching and learning materials that
accompany it – will satisfy every
instructor and students’ needs.
Building on Pioneering Strengths
This author team pioneered an
innovative structure— using the “four
Ps” with a managerial approach—for
the introductory marketing course. It
quickly became one of the most widely
used business textbooks ever published
because it organized the best ideas about
marketing so that readers could both
understand and apply them. The unifying
focus of these ideas is on how to make the
marketing decisions that a manager must
make in deciding what customers to target
and how best to meet their needs.
Over many editions of Basic Marketing
and Essentials of Marketing, there have
been constant changes in marketing
management and the marketing
environment. Some of the changes have
been dramatic, and others have been
subtle. As a result, the authors have made
ongoing changes to the text to reflect
marketing’s best practices and ideas.
What’s different about Essentials of
Marketing?
The success of this franchise is not the
result of a single strength—or one longlasting innovation. Other text books have
adopted the four Ps framework and the
Perreault author team has continuously
improved the book. The text’s four Ps
framework, managerial orientation, and
strategy planning focus have proven to be
foundational pillars that are remarkably
robust for supporting new developments
in the field and innovations in the text and
package.
Essentials of Marketing teaches students
analytical abilities and how-to-do-it skills
that prepare them for success. The author
team has deliberately included a variety
of examples, explanations, frameworks,
models, classification systems, cases, and
“how-to-do-it” techniques that relate to
our overall framework for marketing
strategy planning. Similarly, the Marketing
Plan Coach on the text website helps
students see how to create marketing
plans. Taken together, these items speed
the development of “marketing sense” and
enable the student to analyze marketing
situations and develop marketing plans in
a confident and meaningful way. They are
practical and they work.
As opposed to many other marketing text
books, the authors emphasize careful
integration of special topics. Some
textbooks treat “special” topics—like
relationship marketing, international
marketing, services marketing, marketing
and the Internet, marketing for nonprofit
organizations, marketing ethics, social
issues, and business-to-business
marketing—in separate chapters. The
authors deliberatively avoid doing
that because they are convinced that
treating such topics separately leads to
an unfortunate compartmentalization of
ideas.
The comprehensive package of materials
gives instructors the flexibility to teach
marketing their way- or for the student,
the ability to learn marketing their way.
www.mhhe.com/PerreaultEss13e
Supplements:
• Connect Marketing with LearnSmart
• Connect Plus Marketing with LearnSmart
. . . . . . . . . . . . . . . . . . . . .
Essentials of Marketing
with Practice Marketing
and Connect+ Access Cards,
13th edition
William Perreault, Jr., Joseph Cannon,
and E. Jerome McCarthy
ISBN: 978-0-07-792981-7
. . . . . . . . . . . . . . . . . . . . .
Available for Spring
©2014 & EARLIER
Marketing, 11th edition
Published: 02/10/2012
Roger Kerin, Steven Hartley, and
William Rudelius
ISBN: 978-0-07-802889-2 / 800 pp.
Experience, Leadership, Innovation. This
edition of Marketing continues a tradition
of leading the market with contemporary,
cutting-edge content presented in a
conversational student-oriented style,
supported by the most comprehensive,
innovative, and useful supplement
package available. This author team
is committed to (1) building on past
experiences as authors, (2) continuing
their leadership role in bringing new
topics and perspectives to the classroom,
and (3) focusing on pedagogical
innovation that truly responds to new
teaching and learning styles.
This text and package is designed to meet
the needs of a wide spectrum of faculty—
from the professor who just wants a good
textbook and a few key supplements,
to the professor who wants a top-notch
fully integrated multimedia program.
Marketing utilizes a unique, innovative,
and effective pedagogical approach
developed by the authors through the
integration of their combined classroom,
college, and university experiences. The
elements of this approach have been the
foundation for each edition of Marketing
and serve as the core of the text and its
supplements as they evolve and adapt to
changes in student learning styles, the
growth of the marketing discipline, and
the development of new instructional
technologies.
www.mhhe.com/kerin11e
Supplements:
• Connect Marketing with LearnSmart
• Connect Plus Marketing with LearnSmart
. . . . . . . . . . . . . . . . . . . . .
For more information or to request an examination copy contact your local sales representative or email: mghasia_sg@mcgraw-hill.com
4
Marketing
M: Marketing, 3rd edition
Published: 01/19/2012
Dhruv Grewal and Michael Levy
ISBN: 978-0-07-802885-4 / 464 pp.
Adding Value to your Marketing Course.
Marketers understand that even the best
products and services will go unsold if
they cannot communicate the value to
the customer. Understanding this valuebased approach is critical for marketing
students today, and is at the forefront of
this text, setting it apart. This approach
is emphasized throughout the text, and
demonstrated through the use of the
Adding Value boxes found in each chapter.
In their 3rd edition of M: Marketing,
Grewal and Levy present a concise,
impactful, and easy to read approach to
Principles of Marketing. The text delivers
value to both instructor and student
through the engaging style and online
assignment and assessment options. With
monthly updates provided in a newsletter
and the dynamic video program, the
instructor support provided will bring
marketing to life in any class setting.
www.mhhe.com/grewalM3e
Supplements:
• Connect Marketing with LearnSmart
• Connect Plus Marketing with LearnSmart . .
. . . . . . . . . . . . . . . . . . .
Marketing Research
Essentials of Marketing
Research, 3rd edition
Published: 09/07/2012
Joseph Hair, Jr, Mary Wolfinbarger,
Robert Bush, and David Ortinau.
ISBN: 978-0-07-802881-6 / 416 pp.
ISBN: 978-0-07-131837-2 (OR)
approach, providing students with
the tools and skills necessary to solve
business problems and exploit business
opportunities. The authors’ years of
experience in real-world marketing
research is evident throughout, from
their thorough treatment of qualitative
research (given short shrift in many other
books) to their knowledgeable coverage
of sample size rules-of-thumb, conducting
a background literature review, and the
importance of new market research tools
and techniques. Essentials of Marketing
Research gives students a strong
command of market research principles,
while being short enough to use alongside
cases or projects.
Product Design
Product Design and
Development, 5th edition
Published: 05/05/2011
Karl Ulrich and Steven Eppinger
ISBN: 978-0-07-340477-6 / 432 pp.
ISBN: 978-0-07-108695-0
Treating such contemporary
design and development issues as
identifying customer needs, design
for manufacturing, prototyping, and
industrial design, Product Design and
Development by Ulrich and Eppinger
presents in a clear and detailed way a
set of product development techniques
aimed at bringing together the marketing,
design, and manufacturing functions of
the enterprise. The integrative methods
in the book facilitate problem solving
and decision making among people
with different disciplinary perspectives,
reflecting the current industry toward
designing and developing products in
cross-functional teams.
Available for Spring
©2014 & EARLIER
Retail Management
Retailing Management,
8th edition
Published: 01/19/2011
Michael Levy and Barton Weitz
ISBN: 978-0-07-353002-4 / 704 pp.
ISBN: 978-125-901017-0 (IE)
Retailing is a high-tech, global, growth
industry that plays a vital economic
role in society. The authors’ objective
in preparing the eighth edition is to
stimulate student interest in retailing
courses and careers by capturing the
exciting, challenging, and rewarding
opportunities facing both retailers and
firms that sell their products and services
to retailers, such as IBM and Proctor &
Gamble. The textbook focuses on the
strategic issues facing the retail industry
and provides a current, informative, “good
read” for students
The Eighth Edition maintains the basic
philosophy of previous editions while
focusing on key strategic issues with an
emphasis on financial considerations and
implementation through merchandise and
store management. These strategic and
tactical issues are examined for a broad
spectrum of retailers, both large and
small, domestic and international, selling
merchandise and services.
www.mhhe.com/levy8e
Supplements:
• Connect Marketing
• Connect Plus Marketing
Essentials of Marketing Research
concisely delivers an up-to-date review
of a broad variety of marketing research
topics. It takes an application-oriented
For more information or to request an examination copy contact your local sales representative or email: mghasia_sg@mcgraw-hill.com
5
Marketing
Selling
Fundamentals of Selling,
13th edition
Published: 03/11/2013
Charles Futrell
ISBN: 978-0-07-786101-8 / 704 pp.
ISBN: 978-1-259-06055-7 (OR)
Fundamentals of Selling, 13e trains
readers on a detailed, yet broad, step-bystep selling process that is universal in
nature. Numerous sales personnel in the
industry today have commented on how
this market-leading textbook reflects what
they do on sales calls with prospects and
customers. The goal of Fundamentals of
Selling has always been to demonstrate
to students the order of steps within
the selling process; provide numerous
examples of what should be in each
step; and show how the steps within the
selling process interact with one another.
Combined with up-to-date content and
a strong ethical focus, the 13th edition
of Fundamentals of Selling teaches sales
the way a mentor would: with a strong,
practical focus that puts the customer
first.
. . . . . . . . . . . . . . . . . . .
Survey of Economics
ABCs of Relationship
Selling, 12th edition
Published: 10/19/2012
Charles Futrell
ISBN: 978-0-07-802893-9 / 576 pp.
ISBN: 978-0-07-132629-2 (IE)
ABC’s of Relationship Selling 12e trains
readers on a specific, yet generic, stepby-step selling process that is universal
in nature. This edition presents a sales
process or system in a logical sequence,
more than any other text in the market:
from planning and the approach, to
closing and follow-up for exceptional
customer service. The goal of this text has
always been to demonstrate to students
the order of steps within the selling
process; provide numerous examples of
what should be in each step; and how the
steps within the selling process interact
with one another. This market leader
text brings a comfortable and familiar
approach to the Selling discipline.
Services Marketing
Services Marketing,
6th edition
Published: 03/12/2012
Valarie Zeithaml, Mary Jo Bitner, and
Dwayne Gremler
ISBN: 978-0-07-811205-8 / 704 pp.
ISBN: 978-0-07-108696-7 (IE)
Services Marketing, 6/e, is written
for students and businesspeople who
recognize the vital role that services
play in the economy and its future. The
advanced economies of the world are
now
dominated
by services, and virtually
Urban
Economics
all companies view service as critical to
retaining their customers today and in the
future. This edition focuses on knowledge
needed to implement service strategies
for competitive advantage across
industries.
In addition to standard marketing topics
(such as pricing), this text introduces
students to entirely new topics that
include management and measurement
of service quality, service recovery, the
linking of customer measurement to
performance measurement, service
blueprinting, customer cocreation, and
cross-functional treatment of issues
through integration of marketing with
disciplines such as operations and
human resources. Each of these topics
represents pivotal content for tomorrow’s
businesses as they attempt to build strong
relationships with their customers.
Available for Spring
©2014 & EARLIER
Strategic Marketing
Marketing Strategy: A
Decision Focused Approach,
10th edition
Published: 01/25/2013
Orville Walker and John Mullins
ISBN: 978-0-07-802894-6 / 384 pp.
ISBN: 978-1-259-01090-3 (IE)
Marketing Strategy, 8e is a focused,
succinct text which can be used on its
own or packaged with a case book. It
covers the concepts and theories of
creating and implementing a marketing
strategy and offers a focus on the strategic
planning process and marketing’s cross/
inter-functional relationships. This text
distinguishes itself from competitors by
maintaining a strong approach to strategic
decision making. The eighth edition helps
students integrate what they have learned
about analytical tools and the 4P’s of
marketing within a broader framework
of competitive strategy. Four key and
relevant trends that are sweeping the
world of marketing theory and practice
are integrated throughout this new
edition.
. . . . . . . . . . . . . . . . . . .
Strategic Marketing,
10th edition
Published: 06/21/2012
David Cravens and Nigel Piercy
ISBN: 978-0-07-802890-8 / 672 pp.
Hardcover
ISBN: 978-0-07-132623-0 (IE)
Designed around the marketing strategy
process with a clear emphasis on analysis,
planning, and implementation, this text
and casebook discusses the concepts
and processes for gaining a competitive
advantage in the marketplace. The new
edition of Strategic Marketing uses a
decision-making process to examine
the key concepts and issues involved
in analyzing and selecting strategies.
For more information or to request an examination copy contact your local sales representative or email: mghasia_sg@mcgraw-hill.com
6
Marketing
Marketing strategy is considered from
a total business perspective, examining
marketing strategy beyond the traditional
emphasis on marketing functions. The
length and design of the book offer
flexibility in the use of the text material
and cases. New features and updated
cases have made this text the most
relevant text in the market today.
www.mhhe.com/cravens10e
to review a missed class, for an exam, or
to complete their lecture notes. For more
information go to tegritycampus.mhhe.
com
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