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Marketing : An Introduction

ISBN: 9780130351333 | 0130351334
Edition: 6th
Format: Paperback
Publisher: Pearson College Div
Pub. Date: 1/1/2003

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SummaryTable of Contents
For courses in Principles of Marketing. This accessible, streamlined introduction to marketing by two of today's best selling marketing authors 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... MORE
... MORE
Part 1 UNDERSTANDING MARKETING AND THE MARKETING PROCESS
Marketing in a Changing World: Creating Customer Value and Satisfaction
1(40)
Strategic Planning and the Marketing Process
41(34)
Part 2 ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT
Marketing in the Internet Age
75(40)
The Marketing Environment
115(38)
Managing Marketing Information
153(36)
Consumer and Business Buyer Behavior
189(44)
Part 3 DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX
Market Segmentation, Targeting, and Positioning for Competitive Advantage
233(42)
Product and Services Strategy
275(44)
New-Product Development and Product Life-Cycle Strategies
319(32)
Pricing Products: Pricing Considerations and Strategies
351(44)
Marketing Channels and Supply Chain Management
395(38)
Retailing and Wholesaling
433(34)
Integrated Marketing Communications: Advertising, Sales Promotion, and Public Relations
467(44)
Integrated Marketing Communications: Personal Selling and Direct Marketing
511(44)
Part 4 EXTENDING MARKETING
The Global Marketplace
555(36)
Marketing and Society: Social Responsibility and Marketing Ethics
591
Appendix 1 Marketing Arithmetic1(4)
Appendix 2 Careers in Marketing5
Notes1(1)
Video Cases1(1)
Glossary1(1)
Credits1(1)
Indexes1

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