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The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of the learners. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides learners with an exhilarating first introduction to the dynamic world of marketing.
Table of Contents
The World of Marketing
Overview of Marketing. Career Appendix
Strategic Planning for Competitive Advantage. Marketing Plan Appendix
Social Responsibility, Ethics, and the Marketing Environment
Developing a Global Vision
Analyzing Market Opportunities
Consumer Decision Making
Segmenting and Targeting Markets
Decision Support Systems and Marketing Research
Developing and Managing Products
Services and Nonprofit Organization Marketing
Place (Distribution) Decisions
Marketing Channels and Supply Chain Management
Integrated Marketing Communication
Advertising and Public Relations
Sales Promotion and Personal Selling
Setting the Right Price
Customer Relationship Management
Table of Contents provided by Publisher. All Rights Reserved.