Marketing: Best Practices [Hardcover]

Michael R. Czinkota (Author, Editor)

Book Description

ISBN-10: 0030211093 | ISBN-13: 978-0030211096 | Publication Date: August 3, 1999 | Edition: 1st

The Dryden Press has brought together sixteen of the best and brightest authors in marketing to create the most cutting - edge text to hit the principles market in years. The premise behind Marketing: Best Practices was to combine the expertise of leading marketers into a principle text that offers the best of the best in every chapter. Each chapter is penned by an authority from that particular field of marketing, many of whom are widely renowned inside the classroom and boardroom for their marketing acumen. This revolutionary new text combines the best practices from every area of marketing - from advertising to services, consumer behaviour to retailing, international to technology. Serving as the consulting editor, Hoffman has ensured that the valued expertise of the 16 authors is presented in a consistent and uniform manner. Features: * A real-world emphasis is incorporated into every element of the text, from examples and applications to exercises and cases. * The text and package alike emphasize careers, giving students insight into the marketing opportunities available on the other side of graduation. Each chapter features a Careers box, spotlighting a career related to the chapter. * A technology focus is integrated throughout the text and package as well. A unique Chapter 15 is devoted to Internet Marketing. Internet & Technology boxes are featured in each chapter, integrating chapter concepts with current Internet/technology news. * As a group, the authors of Marketing: Best Practices account for more than 362 years of teaching experience at 62 universities, earning 39 teaching awards. They have published 112 books and more than 942 articles. This text is a leader in every chapter.

Editorial Reviews

Review

"For anyone seeking a more consistent format and pedagogy Marketing: Best Practices is a must. This ground-breaking text combines the best in production quality with renowned contributors providing inspirational chapters on their particular specialisms. Who could argue with Terrance Shimp on marketing communications, Jagdish Sheth on consumer behaviour and John Lindgren on marketing and the Internet? Above all, while maintaining the energy and style of its 16 authors, the text genuinely has a single voice through consistent chapter design and writing level. Key features include topical examples, case studies. Internet links and exercises, a wide range of questions plus learning objectives signalled throughout each chapter. ...Publishers seeking innovative and exciting texts would do well to use Marketing: Best Practices as a model." -Sally Dibb, University of Warwick Times Higher Education Textbook Review

Product Details

• Hardcover: 688 pages
• Publisher: Harcourt College Pub; 1st edition (August 3, 1999)
• Language: English
• ISBN-10: 0030211093
• ISBN-13: 978-0030211096
• Product Dimensions: 10.9 x 8.7 x 1.1 inches
• Shipping Weight: 3.7 pounds (View shipping rates and policies)
• Average Customer Review: 3.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #628,693 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars The best of two worlds, March 2, 2001

By A Customer

This review is from: Marketing: Best Practices (Hardcover)

This book combines the knowledge of excellent scholars of marketing in a clear and structured format which is accessible to undergraduates. In addition, the cases and other teaching materials provide excellent support.

7 of 12 people found the following review helpful:

2.0 out of 5 stars Just Another Graduate Marketing Book, March 28, 2000

By A Customer

This review is from: Marketing: Best Practices (Hardcover)

This book is no better than any of the other graduate level marketing books that are available. You might think that since this book has 15 authors it might have something that books with only 3 authors lacks. But, if you thought this you'd be wrong. This book offers nothing new and its extremely high price makes it even less appealing.