Textbook with a strong focus in managerial orientation and strategic focus, using conceptual frameworks that have been classroom tested for relevance, incorporating key academic research findings, and including selected readings and cases to accompany the text chapters. Previous edition not cited. DLC: Professions-Marketing. This highly readable book includes a strong managerial orientation and strategic focus use of conceptual frameworks that have been classroom tested for relevance to both MBA students and executive seminar participants incorporation of key academic research findings use of interesting examples to link theory to practice inclusion of carefully selected readings and cases to accompany the text chapters