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Contemporary Marketing: Wired
ISBN: 9780030185977 | 0030185971
Edition: 9thFormat: Hardcover
Publisher: South-Western College Pub
Pub. Date: 7/1/1997
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Products often begin their lives as something extraordinary and as they grow they continue to evolve. The most successful products in the marketplace are those that know their strengths and have branded and marketed those strengths to form a passionate emotional connection with loyal users and relationships with new users every step of the way. In CONTEMPORARY MARKETING, 13e, students will find a text that includes everything they need to know in order to begin a marketing career, as well as things that will help them understand how to look at their own studies and their own careers as a marketing adventure. All the components of the marketing mix are included along with a lot of other compelling and thought-provoking ideas and concepts. Since its first edition, CONTEMPORARY MARKETING continues to showcase the foundations of marketing principles while featuring the newest trends and research in the discipline.
| Preface | vii | (8) | |||
| To the Student | xv | ||||
| PART 1 THE CONTEMPORARY MARKETING ENVIRONMENT | 4 | (156) | |||
| ... MORE | 4 | (40) | ||
| 44 | (34) | |||
| 78 | (36) | |||
| 114 | (46) | |||
| PART 2 MARKETING PLANNING, INFORMATION, AND SEGMENTATION | 160 | (104) | |||
| 160 | (32) | |||
| 192 | (4) | |||
| 196 | (30) | |||
| 226 | (38) | |||
| PART 3 BUYER BEHAVIOR AND RELATIONSHIP MARKETING | 264 | (106) | |||
| 264 | (30) | |||
| 294 | (36) | |||
| 330 | (40) | |||
| PART 4 PRODUCT STRATEGY | 370 | (92) | |||
| 370 | (26) | |||
| 396 | (34) | |||
| 430 | (32) | |||
| PART 5 DISTRIBUTION STRATEGY | 462 | (96) | |||
| 462 | (34) | |||
| 496 | (32) | |||
| 528 | (30) | |||
| PART 6 PROMOTIONAL STRATEGY | 558 | (128) | |||
| 558 | (42) | |||
| 600 | (44) | |||
| 644 | (42) | |||
| PART 7 PRICING STRATEGY | 686 | ||||
| 686 | (30) | |||
| 716 | ||||
| Careers in Marketing | A-1 | ||||
| Notes | N-1 | ||||
| Glossary | G-1 | ||||
| Solutions | S-1 | ||||
| Credits | C-1 | ||||
| Indexes | I-1 |
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