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 | | Marketing Creating Value for Customers by Gilbert A. Churchill, J. Paul Peter ISBN-10: 9780256228779 ISBN-10: 0-256-22877-9 ISBN-13: 9780256228779 ISBN-13: 978-0-256-22877-9 Hardcover 1997-08-01 Irwin Professional Publishing Find Lowest Price |
Editorials | ||
Product Description 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. | ||
Reviews | ||
Teachers! Good cases and lots of assignment possibilities 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 | ||