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This work should appeal to instructors who seek a strong strategic focus, integrated coverage of technology, and who want to provide complete instruction in marketing principles while keeping an increasing number of non-traditional students interested. The text provides treatment of emerging markets, new technologies and marketing trends in the late 1990s. All concepts and topics are discussed with the goal of helping students adapt to, and strategically plan for, changes in the marketing environment. This edition retains early coverage of strategy and an overall strategic focus, with increased emphasis on critical thinking skills in marketing, global and relationship marketing.