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Full Description
Written by experts from America's most successful companies, this unique business tool offers an informed perspective and provides an understanding of the current marketing environment. Using more than 1,500 examples of current products and services, the book covers the major marketing elements of product development, pricing strategies, marketing communications, and distribution as well as important current topics such as international marketing, ethics, quality, environmental marketing, and financing. Business leaders from 84 contributing companies examine a range of products and services, comment on both high-tech and low-tech products, and represent both industrial and consumer positions. Most of the contributing companies rank in the Fortune 100, and the authors were selected through recommendations by associations, trade journals, government agencies, and other professionals in their fields.
