Description
The ninth edition of Principles of Marketing provides expanded coverage of the new technologies that are revolutionizing marketing practice and the ways companies connect with customers, marketing partners, and the world around them. A revised Chapter 17, "Direct and Online Marketing: The New Marketing Model," introduces students to the burgeoning use of the Internet, databases, and related technologies that are changing the very nature of buying and selling. Additionally, each chapter, from the first to the last, provides fresh new material on everything from Internet research and the virtual reality displays that test new products to the high-tech approaches of the e-commerce marketers who sell them. Students will learn about the wonders of new marketing technologies, from the Internet, database marketing, data mining, and Web-based marketing research to mass customization, Internet business-to-business purchasing networks, Web-based personal selling, arid technological advances in marketing logistics. New and revised "Internet Connections" sections at the end of each chapter provide exercises that guide students through the fascinating world of marketing and the Internet.
ISBN:9780130293688
