The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design eng

We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand

Several forces are transforming the structure and content of the marketing profession. Marketers are seeing increasingly faster changes in the marketplace and a

Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers c

Polymers have an important role in manufacturing and their engineering properties form an important part of any course in engineering. This revised and updated