Marketing was designed to show today’s social and digital students how marketing adds value and how firms maintain and rely on value for establishing lasting relationships with customers.The eighth edition represents the authors’ most extensive revision today, exploring both fundamentals and new…
With the Marketing Simulation Suite, you have the flexibility to design your course to align with any Marketing textbook, giving you the opportunity to bridge the gap between concepts and application. This standalone offer gives you access to three types of simulation experiences: -Role-Playing, in…
Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 18th edition of International Marketing with their well-rounded perspective of international markets that encompass history, geography, language, and religion as well as economics, which helps students see the cul…
Un Líder no nace, se forma?. Partiendo de la premisa anterior, en esta obra se analizan las habilidades que una persona debe adquirir para poder responder a las necesidades de liderazgo que demanden las circunstancias. El lector que se prepara para ser directivo en el futuro tendrá la posibilidad …
Aborda todas las etapas del proceso de investigación, desde la idea hasta el informe de resultados, y lo hace con una doble perspectiva: cuantitativa y cualitativa.…
Essentials of Marketing pioneered an innovative structure—using the “Four Ps” framework first introduced by Jerome McCarthy—with a managerial approach. The 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the fiel…
