This text focuses on how to make the marketing decisions a manager faces in deciding which customers to focus on and how best to meet their needs. The text has been revised to reflect new concepts, new examples and recent best practices.
Who is it for? Introductory undergraduate general marketing courses.
Presentation: Clear, but basically similar to most texts of this sort.
Would you recommend it? No, because despite ostensibly having a global managerial approach it is still US-oriented in a market with many European editions available.
Authors: Joseph P. Cannon, William D. Perrault Jr and E. Jerome McCarthy