This marketing book is for the real world, not just the classroom. An informative planning guide that covers all the essentials, this newly updated and expanded edition demonstrates how to carve a niche for any product in today's competitive, fast-paced, and often fickle consumer environment.
Now including a chapter on the value of the Internet as a marketing tool, this long-trusted guide clearly explains common theories and provides step-by-step advice using plenty of helpful worksheets.
