Publisher: HarperCollins, 1995, 808 pages
ISBN: 0-673-46555-1
Keywords: Marketing
What do Harley-Davidson motorcycles and a Principles of Marketing textbook have in common?
Give up?
Harley-Davidson began in 1903 as the first American manufacturer of motorcycles in the U.S. From the outset, they dominated the market with their high-quality and reliable machines. Their name became synonymous with the very word "motorcycles". Despite setbacks in the 1970s and '80s, when worldwide recession and a more competitive marketplace resulted in a decrease in their market share, Harley-Davidson has survived the test of time and emerged as the preeminent manufacturer of motorcycles once again.
The fourth edition of our Principles of Marketing text has also stood the test of time. In the five years since we published the third edition, the world has undergone dramatic change. We live in a world without a defined set of borders, both politically and technologically, as the information highway now stretches before us with untold possibilities. Recent changes have resulted in new and challenging developments in the field of marketing that every student needs to learn.
In response to these demands we, as authors of the fourth edition of Principles of Marketing, have created a new book that is relevant and up-to-date. The story of Harley-Davidson is told through a seven part case study in the text. We've reorganized and and expanded our coverage of global perspectives in the marketplace. We've included real issues that are important not only to you as professors, but also to your students, such as ethics, quality, careers, customer satisfaction and value, and the use of technology in marketing. And we've put together an outstanding ancillary package, featuring such unique items as the Harley-Davidson Annual Report with Teaching Notes; International Lecture Series; American Demographics magazine sampler; a laser disk and video featuring a case study of the film The Last of the Mohicans; and Harley-Davidson and additional product and service company lecture launchers.
Interesting, but a bit confusing with the different fonts and the boxes in different colors everywhere. No bedside reading, but a good reference.
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