Roger A. Kerin

Marketing is exciting for students today, not only because of dramatic changes in the marketplace, but alsó because each student brings experience as a consumer to the classroom. To facilitate an interesting, interactive, and effective classroom experience, a marketing textbook must encourage...

Marketing is exciting for students today, not only because of dramatic changes in the marketplace, but alsó because each student brings experience as a consumer to the classroom. To facilitate an interesting, interactive, and effective classroom experience, a marketing textbook must encourage...

PREFACE The Millennium. While Marketing, Fourth Canadian Edition, appears at the dy- namic dawn of the 21st century, this text also represents our long-standing commit- ment to a creative, active, and engaging approach to the study of marketing that has been the foundation of our success. The...

Preface As the 21st century approaches, the world of marketing is entering a new and exciting era that was unimaginable only a short time ago. Electronic shopping, digizines, virtual organizations, e-cash, interactive television, and the information superhighway are just a few indications of the...

Preface Welcome to a revolutionary time in marketing! Today dramatic changes ranging from an increasing emphasis on customer value, to the globalization of markets, to advances in the information technology industry, are creating new boundaries for the marketing discipline. Combining these...

PrefaceWhat makes marketing unique? Perhaps it is the blend of people and organizations, science and art, conscious decisions and blind chance. A textbook must recognize the challenges, controversies, and constraints that marketing professionals encounter. Like our first edition of Marketing, this...