Effective Marketing -- Creating Competitive Advantage (3rd Edition) (3rd Edition)

Author: William G. Zikmund
Publisher:
Publish Date: 2003-08-01
Features: This book emphasizes the logic of marketing management, helping students understand the role of marketing in business and non-profit organizations. It connects strategies and techniques with the environmental opportunities and constraints managers encounter daily. The book consistently emphasizes linking effective marketing principles with competitive strategy, total quality management, relationship marketing, and team building, making it clear to readers that intuitive marketing differs from efficient marketing management. The internet is changing everything, and it has also changed this book. It continues to evolve and become more unique through constant revisions. The 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, along with practical examples of marketing. The author combines the rise and fall of many famous e-commerce companies to explain the impact of the internet on marketing and 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.