Marketing: Principles & Perspectives is a cutting edge text.  In the first edition, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication and Direct Marketing.   In the second edition, we continued our modern coverage by integrating cross-functional teams, customer loyalty, and the Internet/technology.  The third edition includes an Internet Marketing chapter and continues to fully integrate the Internet throughout.    The authors not only talk about what marketing is, but prepare students to be marketers by involving them in interactive exercises which strengthen decision making skills.  Marketing, third edition offers the latest coverage, quality professor supplements, and an interactive student web tool.