This comprehensive learning guide reinforces the major topics in each chapter through the use of the following study tools: chapter summaries, vocabulary-building exercises, true-false and multiple choice questions, and critical thinking activities. In addition, crossword puzzles using key terms from each chapter help reinforce the definitions of marketing terminology.

This alternate version of Zikmund and d'Amico's successful Marketing, 4e (West, 1993) offers consolidated but not watered down coverage of marketing principles. Relationship marketing is integrated throughout the text, as are other topics such as direct marketing and strategic alliances.

Introduces students to marketing through a managerial/strategic focus while addressing current AACSB guidelines regarding issues such as multiculturalism, ethics, quality, the environment and internationalism. Organization presents global marketing, basic marketing strategy and ethical/societal issues early, focusing on how these factors impact a firm's attempts to gain a competitive advantage. These topics are then integrated throughout the text. New chapters have been added on the micro and macroenvironment and on sales promotion and public relations. The text covers all hot marketing topics such as the internet, database marketing, mass customization, and more. Focus on Relationship Marketing boxes have been added to each chapter. A state-of-the-art supplement package provides extensive teaching support and real-world examples.