Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing. Summary of key features: - A marketing theory text written specifically for students - Provides an introduction and overview of the role of theory in marketing - Contributors are leading, well-established authorities in their fields - Explains key concepts for students in a clear, readable and concise manner. - Provides full, in-depth coverage of all topics, with recommended further readings

Based on a four-year study, Manga High explores the convergence of literacy, creativity, social development, and personal identity in one of New York City’s largest high schools. Since 2004, students at Martin Luther King, Jr., High School in Manhattan have been creating manga—Japanese comic books. They write the stories, design the characters, and publish their works in print and on the Internet. These students—African-American and Latino teenagers—are more than interested in the art and medium of manga. They have become completely engrossed in Japanese language, culture, and society. Manga High is highlighted by reproductions and content analysis of students’ original art and writing. An appendix includes guidelines for educators on starting a comic book club.