Marketing Strategy

The key features of Marketing Strategy, 5th Edition include the following:

Revised and expanded coverage throughout the text of recent events in marketing practice by well-known global companies.

Three Beyond the Pages features in each chapter. These resources offer vignettes of key issues or current marketing practices at many well-known companies, including Amazon, Ford, Dell, Apple, 3M, Steinway, Tropicana, Nintendo, Sony, Barnes & Noble, Walmart, IBM, Green Mountain Coffee, and 1-800-Flowers. Some of the topics discussed in Beyond the Pages include marketing in a weak economy, product and marketing innovation, sustainability, e-waste, data mining, social media, the Chinese market, risk management, customer satisfaction, packaging mistakes, and media fragmentation.