Current business coin urges companies to "think global" That sounds easy, given the proliferation of the World Wide Web, Smart Cards, E-mail, databases and othe

The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industri

The second edition of this text has been thoroughly revised and updated. New features include extra material on e-commerce, customer retention, sales-force auto

In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help