The publisher， Prentice Hall Business Publishing Merging current practices with theory， this， authoritative introduction to marketing is widely adopted for its lively， easy-to-read style. This text clearly portrays the state-of-the-art and captures the exciting， fast-paced nature of the field. Comprehensive in scope， it provides full coverage of all major marketing topics. The text is accompanied by a full supplements package， completely produced by the authors themselves， computer exercises， videos， video manual， detailed lecture notes， and a test bank written by the authors. --This text refers to an out of print or unavailable edition of this title. From the Back Cover Key Benefit:Merging current practices with theory， this classic， authoritative introduction to marketing is widely adopted for its lively， easy-to-read style that clearly portrays the state-of-the-art and that captures the exciting， fast-paced nature of the field. Key Topics: Comprehensive in scope， it provides full coverage of all major marketing topics — e.g.， strategic planning in marketing， marketing and society， global aspects of marketing， demographics， marketing information systems， the use of marketing by nonprofit organizations， pricing， integrating and analyzing marketing plans. --This text refers to an out of print or unavailable edition of this title.