This comprehensive marketing book is organized around the marketing mix. It is lively, interesting, and filled with current examples. The latest concepts and theories are covered in a practical and contemporary manner. Popular themes include coverage of Internet marketing, marketing plans, customer value, small business, global and multicultural marketing, ethics, and careers in marketing. As today's marketers face a marketplace that is becoming simultaneously more competitive, specialized, global and internet-reliant, they must continually develop new strategies and enhance old skills with a balance of creativity and knowledge. Marketing, 4e is a necessity for all successful marketers!