Marketing

Telling students that the Internet matters is like telling them to breathe. They already know it matters. And they already use it almost as much as they breathe. So what do we teach students about the Internet in the principles class? The second edition of Marketing: Connecting with Customers builds on the foundation of the first edition while extending the "connecting with customers" theme. A new Bricks or Clicks feature at the end of every chapter shows how companies are embracing--or shunning--the Internet in their efforts to connect with customers, and new vignettes and examples are sprinkled throughout the text to show how companies are connecting with customers right now. These companies range from well-known e-commerce firms such as eBay, Yahoo!, and Palm Pilot, to lesser-known EnronOnline for energy and CAVE, which provides an automatic virtual environment. To further enhance the experience, the Mastering Marketing CD-ROM can be shrink-wrapped to the text for a nominal fee. Mastering Marketing is a multimedia CD-ROM that uses video and interactive exercises to involve students in actively learning core marketing concepts through a fictional e-business, Canto, as it faces practical marketing problems. Students make decisions by relating key concepts from the book to questions based on the marketing issues faced by the staff of Canto. Check out www.prenhall.com/masteringbusiness for more details!Harrell, Gilbert D. is the author of 'Marketing', published 2002 under ISBN 9780131407916 and ISBN 0131407910.