Kenneth Wong,
Queen’s School of Business Stanley J. Shapiro William D. Perreault,
University of North Carolina E. Jerome McCarthy,
Michigan State University
ISBN: 0070916667 Copyright year: 2005
Feature Summary
Responded to the need to reduce length - Reduced to 19 chapters (from 21 chapters in 10e) by combining Chapters 11 & 12 and Chapters 2 and 21 integrated within.
Major re-write! Reviewer feedback has been consistent that the book was dated and needed a thorough up-date.
Cases are removed from the book and a custom casebook will be packaged with every text on a yearly basis (giving instructors the needed flexibility to use the cases they want and allows us to update cases on a yearly basis)
Improved readability and unified voice - final manuscript submitted to thorough substantive copyedit.
Content, examples, ads, etc. have all been class tested and researched by a group of author's grad students to ensure the text is student focused and is written in a language students can understand
Integrated e-commerce throughout.
More emphasis on how breakthroughs in technology are affecting Marketing - but what sets Wong apart, is the coverage of why these changes are happening.
More emphasis on the process of marketing strategic planning.
To obtain an instructor login for this Online Learning Center, ask your local sales representative.
If you're an instructor thinking about adopting this textbook, request a free copy for review.
2005 McGraw-Hill Higher Education