Managing Marketing in the 21st Century (3rd edition)

This world-class marketing textbook (600 pages), authored  by a seasoned Columbia Business School professor, is organized around six marketing imperatives. The book's 23 chapters cover the marketing landscape and provide explicit direction for organizational survival and growth, and enhancing shareholder value.   Widely adopted in the U.S. And Europe,Managing Marketing in the 21st Centurycontains hot links author interviews with marketing leaders.