Marketing Management

The Internation version is word for word the same as the English version except for the slight difference in page numbers. This is my 2nd Int'l textbook & for the difference in price, it is worthwhile.

This book got thirteen chapters covering 4Ps, marketing research, consumer behavior, market segmentation, integrated communication, distribution, personal selling, pricing, marketing of services, and global marketing. There are four sections of cases, from short one to in-depth study. I use this book as a college-level course. Final projects were done using these cases. Students like the book. The book will be better if it includes fewer cases, but more thorough analysis of the cases. Contrary to other critics here, I believe the book is very good.