Churchill and Peter are two of the most respected educators and researchers in the marketing discipline. Their text has a strong theme of customer value,and offers coverage of the most current topics: relationship marketing,technology,IMC,global marketing,services,and small businesses (through extensive examples). This concise text is less than 600 pages and is completely updated with all references from 1996 or later. The extensive supplements package was thoroughly revised,updated,and reviewed by at least 3 marketing instructors to ensure quality.

Índice: Part I - Developing Marketing Plans and Strategies: Chap. 1 - Marketing: Creating Value for Customers; Chap. 2 - Environmental Analysis; Chap. 3 - Global Marketing Challenges; Chap. 4 - Marketing Planning and Organization Strategy. Part II - Understanding Customers and Markets: Chap. 5 - Marketing Research: Information and Technology; Chap. 6 - Consumer Behavior; Chap. 7 - Organizational Buying Behavior; Chap. 8 - Market Segmentation. Part III - Managing and Developing Products and Services: Chap. 9 - Managing Existing Products; Chap. 10 - Developing New Products; Chap. 11 - Marketing Services. Part IV - Pricing Principles and Strategies: Chap. 12- Fundamentals of Pricing; Chap. 13 - Pricing Goods and Services. Part V - Placement: Distributing Goods and Services: Chap. 14 - Managing Distribution Channels; Chap. 15 - Wholesaling and Physical Distribution; Chap. 16 – Retailing. Part VI - Promotion: Integrated Marketing Communications: Chap. 17 – Managing marketing communications; Chap. 18 – Advertising, sales promotion, and publicity; Chap. 19 – Personal selling and sales management. Part VII – Evaluating marketing effectiveness: Chap. 20 – Implementing and controlling marketing activities.