Effective Marketing

Booknews

In this third edition text, Zikmund (marketing, Oklahoma State U.) and d'Amico (marketing, U. of Akron) integrate e-commerce considerations into all aspects of marketing strategy. Each of the 17 chapters includes examples of well-known products and companies. A sampling of topics includes strategy and ethical behavior, the microenvironment in an era of global business, consumer behavior, market segmentation, the supply chain and distribution, and pricing strategies. Annotation c. Book News, Inc., Portland, OR (booknews.com)