Cutting edge coverage: Coverage and examples of unfolding trends such as value chain concepts, the role of standards in technology markets, ISO 9000, World Trade Organization, Intranets and data warehousing, speed to market, competitive pricing tactics, customer retention and more that keeps the instructors current and students motivated

Integrated coverage of how developments in e-Commerce are impacting marketing thinking and marketing action as well as a comprehensive discussion of marketing lessons learned from both the successes and failures of companies, including the dot.coms, in the new economy

Clear, integrated coverage of the important new perspectives that evolve from customer relationship management (CRM) strategies and tools, and how they relate to concepts such as customer equity, customer acquisition, and retention costs

Thorough, integrated coverage of major shifts in the market environment faced by firms--ranging from the important new role of strategic partnerships and challenges of increasing cultural diversity in societies to consolidation of the marketing research industry and the increasing power of corporate retail chains.

Continued Integration of the Internet/WWW: Updated Internet exercises are integrated throughout the text and links to companies referenced in the book are accessible via the Perreault & McCarthy Web page http://www.mhhe.com/fourps. We offer a very complete web page with down-loadable supplements current events, Internet exercises, chapter quizzes, and Business Week articles in their entirety.

Hundreds of new examples and cases carefully crafted to show the application pf marketing concepts in a wide variety of marketing contexts-small and large firms, growth markets vs. mature industries, domestic marketing vs. international marketing, etc.

Updated photo program: Several new photos per chapter have been added to motivate student interest.

Revised video cases: 25 video segments-10 of these are new and/or revised, 3 of which are new cases, two treating interesting, for-profit companies-Frog's Leap Winery and Celestial Seasoning-and the third, a non-profit organization-the Girl Scouts of America.

Completely revised Student CD-ROM, packaged with the text, at no extra cost. This seven-CD narrated PowerPoint electronic slide show is based on PowerPoint presentations is author-developed and was refined based on use in his own classes. Each presentation overviews materials related to several chapters and gives the student a big picture of how the details fit together as part of the marketing strategy planning process that is developed throughout the whole text. The narration is skillfully provided by David Urban, a marketing professor who has worked closely with the Basic Marketing text in both large and small sections. The CD also has 7 video cases and their accompanying cases, computer-aided problems, which accompany the end of chapter problems, WWW links, chapter quizzes, and ads and photos that illustrate marketing concepts.

PowerWeb: Harness the assets of the Web to keep your course current with PowerWeb! This online resource provides high quality, peer-reviewed content including up-to-date articles from leading periodicals and journals, current news, weekly updates with assessment, interactive exercises, Web research guide, study tips, and much more! PowerWeb is available packaged with a McGraw-Hill text or for online purchase from the Web site http://www.dushkin.com/powerweb