New Era Marketing - 13th Edition

Author: (USA) Robert F. Stanton
Publisher:
Publish Date: 2004-08-01
Features: The most popular marketing textbook in the United States today, with the latest content! It has been adopted by over 50% of institutions in the West to replace Philip Kotler's "Marketing Principles." This edition is the latest: 13th Edition! Comes with the marketing simulation software "Music2Go"! Target Audience: Faculty and students of business administration and marketing majors in colleges and universities; professionals from marketing-related institutions; corporate marketing personnel, etc.
The book's greatest feature—keeping pace with the times, close to practice!
New Knowledge: Incorporates the latest developments in marketing, emphasizing the impact of the internet, globalization, and marketing ethics on marketing theory and practice, staying at the forefront of global marketing development.
New Cases: Extracts marketing practices from 21st-century enterprises, 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, 14 "Mini Case Discussions," 19 "Marketing in the Information Age," 20 "Marketing Ethical Dilemmas," and 18 "Global Perspectives" are integrated throughout the book, suitable for teaching, training, and discussion purposes.
New Methods: Adds many new teaching methods, accompanied by rich teaching and reference materials, and the Music2Go marketing simulation software enhances the practical atmosphere of marketing.
The book's greatest feature—keeping pace with the times, close to practice!
New Knowledge: Incorporates the latest developments in marketing, emphasizing the impact of the internet, globalization, and marketing ethics on marketing theory and practice, staying at the forefront of global marketing development.
New Cases: Extracts marketing practices from 21st-century enterprises, 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, 14 "Mini Case Discussions," 19 "Marketing in the Information Age," 20 "Marketing Ethical Dilemmas," and 18 "Global Perspectives" are integrated throughout the book, suitable for teaching, training, and discussion purposes.
New Methods: Adds many new teaching methods, accompanied by rich teaching and reference materials, and the Music2Go marketing simulation software enhances the practical atmosphere of marketing.
Target Audience: Faculty and students of business administration and marketing majors in colleges and universities; professionals from marketing-related institutions; corporate marketing personnel.