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Marketing : An Introduction

ISBN: 9780130127716 | 013012771X
Edition: 5th
Format: Paperback
Publisher: Prentice Hall
Pub. Date: 7/1/1999

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SummaryTable of Contents
For courses in Principles of Marketing at four year and two year colleges. This accessible, shorter overview helps students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars(1) theory and concepts; (2) practices and applications; and (3) pedagogycultivating an efficient, effective teaching and learning environment.
This accessible, streamlined introduction to marketing by two of today's best-selling marketing authors h... MORE
PART I Understanding Marketing and the Marketing Management Process1(66)
1. Marketing in a Changing World: Creating Customer Value and Satisfaction
1(33)
2. Strategic Planning and the Marketing Proces... MORE
34(33)
PART II Analyzing Marketing Opportunities67(110)
3. The Global Marketing Environment
67(34)
4. Marketing Research and Information Systems
101(37)
5. Consumer and Business Buyer Behavior
138(39)
PART III Developing Marketing Strategy and the Marketing Mix177(334)
6. Market Segmentation, Targeting, and Positioning for Competitive Advantage
177(40)
7. Product and Services Strategy
217(42)
8. New-Product Development and Product Life-Cycle Strategies
259(28)
9. Pricing Products: Pricing Considerations and Strategies
287(39)
10. Distribution Channels and Logistics Management
326(39)
11. Retailing and Wholesaling
365(35)
12. Integrated Marketing Communications: Advertising and Public Relations
400(38)
13. Integrated Marketing Communications: Personal Selling and Sales Promotion
438(35)
14. Direct and On-Line Marketing
473(38)
PART IV Extending Marketing511
15. The Global Marketplace
511(32)
16. Marketing and Society: Social Responsibility and Marketing Ethics
543
AppendicesA1
Appendix 1 Marketing ArithmeticA1(7)
Appendix 2 Careers in MarketingA8
GlossaryG1
EndnotesN1
Video CasesC1
CreditsCR1
IndicesI1

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