Effective Marketing: Creating Competitive Advantage (3rd Edition)

Author: William G. Zikmund
Publisher:
Publish Date: 2003-08-01
Features: The internet is changing everything, and it is also changing this book. It is constantly being revised and improved, with unique characteristics. This book emphasizes the importance of marketing in gaining competitive advantages in the era of global economic integration and e-commerce. The entire book skillfully combines e-commerce awareness with marketing strategies, analyzing relevant marketing concepts accurately in a relaxed and engaging atmosphere, and providing practical examples of marketing. The author combines the rise and fall of many famous e-commerce companies' entrepreneurial histories to explain the impact of the internet on marketing, as well as how to leverage information technology to seize favorable business opportunities. This book is suitable for undergraduate and graduate students in marketing, as well as MBA students.