This textbook presents marketing concepts which are then supported with real-world examples. Key features include treatment of the most important marketing activities, marketing fundamentals, separate chapters on 'social marketing' and cause marketing, and numerous international examples

This volume includes the full proceedings from the 1995 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, advertising,...