Harper W. Boyd Jr. was a giant in marketing education, profoundly influencing countless lives. He was renowned for his relentless energy and prolific ideation, successfully implementing a remarkable proportion of his innovative concepts. His teaching style was a unique blend of demanding rigor and genuine care, driven by a deep commitment to helping students achieve their full potential. Following a personal tragedy, Boyd dedicated the rest of his career to mentoring students, leaving an indelible mark on the field.
This text in marketing management includes expanded coverage of global examples and the uses of technology including the Internet, secondary data sources and marketing services. An international case can be found at the end of the book and used with or without the free GAMAR3 software.