MKTG 2 delivers exactly what today's students need & and want. How do we know? We asked. Wanting to build upon the success of MKTG we solicited feedback from thousands of students and hundreds of faculty about their experience with MKTG to understand how we might improve upon a winner. The result is MKTG 2. New examples, a more open page design, and even better technology, still delivered at an incredibly low price. A teaching and learning solution unlike any other!

Charles W. Lamb has authored or coauthored more than a dozen books and anthologies on marketing topics and over 150 articles that have appeared in academic journals and conference proceedings. In 1997, he was awarded the prestigious Chancellors Award for Distinguished Research and Creative Activity at TCU. This is the highest honor that the university bestows on its faculty. Other key honors he has received include the M.J. Neeley School of Business Research Award, selection as a Distinguished Fellow of the Academy of Marketing Science and a Fellow of the Southwestern Marketing Association.Joseph F. Hair is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association and Southwestern Marketing Association. He has authored 30 books, monographs, and cases, and over 60 articles in scholarly journals. He serves on the editorial review boards of several journals and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award. Hair serves as a consultant to many businesses.Carl McDaniel is a professor of marketing at the University of Texas--Arlington, where he served as chairman of the Marketing Department for 30 years. He is currently on leave and teaching in Executive MBA programs in both the United States and China. An instructor for more than 30 years, Dr. McDaniel is the recipient of several awards for outstanding teaching. His business experience includes being co-owner of a marketing research firm that has grown into one of the largest specialty marketing research companies in America. Dr. McDaniel served as a board member of the North Texas Higher Education Authority, a $1.5 billion organization that provides financing for student loans across America. He also has served as a senior trade advisor for the International Trade Center (ITC), located in Geneva, Switzerland, and jointly funded by the World Trade Organization and the United Nations. Dr. McDaniel has co-authored a number of textbooks in marketing and his research has appeared in such publications as JOURNAL OF MARKETING, JOURNAL OF BUSINESS RESEARCH, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, and CALIFORNIA MANAGEMENT REVIEW. He is a member of the American Marketing Association, Academy of Marketing Science, and the Society for Marketing Advances. He earned his bachelor's degree from the University of Arkansas and his master's and doctorate from Arizona State University.

Introduction. 1. Base Camp. 2. About Executive Coaching. 3. The Sherpa Coaching Process. 4. Taking Stock. 5. Global View. 6. The Destination. 7. Charting the Relational Route. 8. Charting The Organizational Route. 9. Goal Setting. 10. Agenda. 11. The Summit. 12. Life As A Sherpa. Appendix: The Sherpa's Personal Tool Kit.