Basic Marketing Principles and Practice

An undergraduate text integrating international research with a diverse selection of European cases. Features discussion questions (new to this edition) and case studies with exercises, plus humorous bandw illustrations and cartoons. This fourth edition reinforces the international, especially European, coverage introduced in earlier editions, and expands coverage of strategy and development, technology and innovation, ethical and environmental issues, and changes created by mass customization. Distributed by Books International. Annotation copyrighted by Book News, Inc., Portland, OR