Marketing: Creating Value for Customers

This was the assigned text book for a class I taught at National College in Denver. I liked the way the cases and vignettes illustrated the concepts covered. The teacher's edition had even more examples of good and bad marketing by large recognizable corporations (remember Burger King's "Herb" campaign?). Another feature that I valued were the marketing "projects" at the end of each chapter. These gave students the opportunity to use the concepts on a product/service of their own choosing, as opposed to just reguritating definitions