Untitled Marketing 2nd. But it has several unique features. For one thing, there is an emphasis on an international perspective. Marketers and companies who fail to recognize that they are functioning in a global marketplace invite trouble and risk financial disaster.
Markets are different, but the marketing discipline is universal.
Another point of distinction is the emphasis on marketing planning. In particular, this book includes an outline for a typical marketing plan and a case study for the launch of a real product that illustrates how a marketing plan comes together. Marketing, Quality, and the Organization 3, The External Marketing Environment 4. The Knowledge Base 5. Marketing Information and Research 6.