Marketing: Creating Value for Customers

By Gilbert A. Churchill and J. Paul Peter

Book Overview

Churchill and Peter are two of the most respected educators and researchers in the marketing discipline. Their text has a strong theme of customer value, and offers coverage of the most current... This description may be from another edition of this product.

• Format: Library Binding
• Language: English
• ISBN: 0256228779
• ISBN13: 9780256228779
• Release Date: August 1997
• Publisher: Irwin Professional Publishing
• Length: 630 Pages
• Weight: 3.57 lbs.
• Dimensions: 1.1" x 8.8" x 11.2"

Customer Reviews

Teachers! Good cases and lots of assignment possibilities

This was the assigned text book for a class I taught at National College in Denver. I liked the way the cases and vignettes illustrated the concepts covered. The teacher's edition had even more examples of good and bad marketing by large recognizable corporations (remember Burger King's "Herb" campaign?). Another feature that I valued were the marketing "projects" at the end of each chapter. These gave students the opportunity to use the concepts on a product/service of their own choosing, as opposed to just reguritating definitions