Advertising and Promotion for Retailing: Text and Cases

Abstract

national product planning, and product market strategies offer helpful considerations for use by marketers. Volkswagen's application of segmentation and Mitsui's communications network are of particular interest. Chapters on advertising, distribution, and licensing and franchising are included. The final section focuses on the recognition and management of change in marketing. Topics such as global marketing strategy, managing change in an automobile empire, the headquarter's role in multinational marketing, and the need for a world perspective offer important considerations for both the student and the executive. The 40 articles selected for the book from 22 journals cover the spectrum of marketing quite well. The articles are generally of excellent quality and represent many leading authorities in the field. The book has been well edited, and an effort has been made to present an international point of view rather than a book of readings by American authors looking at the rest of the world. Noted European authors are especially well represented. In sum, this book makes a significant contribution by drawing a body of knowledge together in concise fashion. It provides students, educators, and businessmen with additional insights into the complex and changing field of marketing management. ALEXANDER F. SMITH