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The big book of marketing : lessons and best practices from the world's greatest companies / edited by Anthony G. Bennett. - New York : McGraw-Hill, 2010. - xv, 464 p. : ill. ; 24 cm.

Includes bibliographical references and index.

Marketing overview -- Organizational responsibility -- Strategic planning -- Branding -- Marketing research -- Consumer purchasing behavior -- Organizational purchasing behavior -- Marketing communications management -- Sales -- Advertising -- Public relations -- Promotional marketing -- Direct marketing -- Brand ambassadors -- Product management -- Product development -- Product packaging -- Product pricing -- Product quality -- Supply chain management -- Wholesaling -- Warehousing -- Transportation -- Store retailing -- Internet retailing.

ISBN: 9780071621250 (alk. paper) 0071621253 (alk. paper)

Subjects--Topical Terms:
Marketing--Case studies.

LC Class. No.: HF5415 / .B54 2010

Dewey Class. No.: 658.8 / B592