This book is about marketing and marketing strategy, planning  And, at its essence, marketing strategy planning is about figuring out how to do a superior job of
satisfying customers. This edition focuses special attention on changes taking place in today’s dynamic markets. Throughout every chapter of the text we have integrated discussion and examples of:
• Best practices in marketing, and how to avoid the mistakes of death-wish marketing (including errors and omissions all too common among many
failed dot-com operators).
• Effective e-commerce innovations and changes in marketing over the Internet.
• The costs and benefits of different approaches for customer acquisition and retention.
• Relationship building in marketing.
• The importance of providing superior customer value as the means to achieve customer satisfaction and competitive advantage.
• International perspectives.
• Ethical issues.