This proven, consistent principles of marketing text provides a strong strategic focus to marketing concepts, and introduces topics with the goal of helping students develop critical thinking skills and learn to adapt to, and plan for, a changing marketing environment. Zikmund/d'Amico provides thorough treatment of emerging markets, new technologies, and hot marketing trends including IMC, direct marketing and global marketing. Internet and technology coverage are integrated throughout the book, and a dynamic student/instructor web site provides teaching and learning resources to enhance the principles course. What Went Right/What Went Wrong boxes are back in this edition, with an increased focus on critical thinking as students analyze real marketing successes-and failures.
About the Author
William G. Zikmund, former professor of marketing at Oklahoma State University, received his bachelor of science in marketing from the University of Colorado, a masters of science from Southern Illinois University, and a PhD in business administration from the University of Colorado. Professor Zikmund worked in marketing research for Conway\Millikin Company and Remington Arms Company before beginning his academic career. In addition, he has extensive consulting experience with many business and not-for-profit organizations.
Professor Zikmund published many articles and successful textbooks. His books include Marketing, Effective Marketing, Exploring Marketing Research, and Business Research Methods. He was an active teacher who strived to be creative and innovate in the classroom. His books have been used in Universities in Europe, Asia, Africa, South America, and North America. More than one-half million students have read his books.
Michael d'Amico was born and bred in Hoboken, New Jersey. He now lives in Akron, Ohio and is a professor of marketing at the University of Akron. D'Amico graduated from the Georgetown University School of Foreign Service, received his master's degree from Rutgers University, and earned his Ph.D. in business administration at Texas Tech University. Before attending Rutgers, he worked in sales and marketing positions in Washington, D.C. and New York City, and he now serves frequently as a consultant to not-for-profit, political, and commercial organizations and as a board member for such organizations as Goodwill Industries.
