The Big Book of Marketing: Lessons and Best Practices from the World's Greatest Companies

Proven prescriptions to world-class marketing—from the top professionals in their field!

The most comprehensive and authoritative guide of its kind, The Big Book of Marketing offers a practical, real-world approach that other marketing books lack.

Marketing experts from 86 of the world's most successful companies weigh in to provide you with expert guidance on all the essentials and best practices critical to developing and managing a world-class marketing campaign. Among the contributors are:

•GE on market planning
•Merck on consumer purchasing behavior
•Costco on retailing
•McDonald's on international marketing
•Accenture on supply chain management
•United Airlines on pricing

Nowhere else will you find such a practical approach to so many marketing issues. Whatever business you're in—retail and manufacturing to service and nonprofit—The Big Book of Marketing provides the fundamentals you need to propel your company to the top spot of its industry.