For courses in Marketing Management and Marketing Strategy. The third edition will retain its focus and strengths (more applied/focused on customer value and profitability) while addressing weaknesses. - NEW - Cutting-edge content added - New emphasis on E-Marketing (Chapter 9); Supply Chain Management (added to Chapters 3 and 9); Customer Relationship Management (added to Chapters 1,4, and 5); and Branding (Chapter 7). - NEW - Integrated coverage of the Internet - Explores how the Internet can affect marketing demand, customer access, and improve competitive intelligence. - NEW - Application Problems at the ends of chapters have an interactive component - Each chapters Application Problem has on-line interactive spreadsheets. Students are given the data and instructed which cells to change to evaluate the profit impact of a marketing strategy. Correct solutions will be in the instructors manual. - Allows instructors to create their own assignments using the data and spreadsheets. - NEW - Power Point Lecture Slides have been improved and enhanced based on user feedback. - Expanded coverage of developing a Marketing Plan in Chapter 14. - Students learn by example with the developmen