In e-business organizational structures, many executives and entrepreneurs suddenly discover they need to know more about marketing than they ever expected. This title presents comprehensive information about marketing management and competitive strategy in the Internet age. It teaches readers how to think like a marketing strategist.

This one-stop source is for anyone who needs comprehensive, yet hands-on information about marketing management and competitive strategy in the internet age. The nonmarketing executive or manager will understand the various components of marketing, its effect on the whole organization, how to communicate and develop a better rapport with marketing professionals, and how to participate effectively in marketing decisions.