New Era Marketing

Author: (USA) Ezteles / (USA) Walker / (USA) Stanton / Zhang Panlin / Niu Haipeng
Publisher:
Publish Date: 2004-08-01
Features: This is the new edition of a classic work by three master-level marketing professors from the United States, led by Professor Stanton. The biggest feature is—new knowledge, new cases, new methods. This book is a flagship textbook product of McGraw-Hill Education Publishing Group. Since its first publication in 1964, it has gone through 13 editions and has been best-selling globally! This book can be used as a marketing textbook for universities, colleges, and training institutions, and is also suitable for marketing managers who aspire to become professionals. The biggest feature of this book—keeps up with the times and is close to practice!
New Knowledge. It incorporates the latest developments in marketing, with a focus on the impact of the internet, globalization, and marketing ethics on marketing theory and practice, standing at the forefront of global marketing development.
New Cases. It extracts marketing practices of enterprises in the 21st century, with a total of 114 cases: 21 "Case Studies" at the end of each chapter, 22 "Case Guides," and 22 "Case Discussions" connecting the beginning and end of chapters. Additionally, there are 14 "Mini Case Discussions," 19 "Marketing in the Information Age," 20 "Marketing Ethical Dilemmas," and 18 "Global Perspectives" throughout the book, suitable for teaching and training discussions.
New Methods. It adds many new teaching methods and provides rich supplementary teaching materials. Moreover, the Music2Go Marketing Simulation Teaching Software is included to enhance the atmosphere of practical marketing.
Target Audience:
- Faculty and students of business administration and marketing majors in universities and colleges
- Professionals from marketing-related institutions
- Corporate marketing personnel