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 has been chairman of the Marketing Department since 1976. He has been an instructor for more than 20 years and is the recipient of several awards for outstanding teaching. McDaniel also has been a District Sales Manager for Southwestern Bell Telephone Company. Currently, he serves as a board member of the North Texas Higher Education Authority and is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, Southwestern Marketing Association and Western Marketing Association.

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.