9780030314032

Contemporary Marketing

by ;
  • ISBN13:

    9780030314032

  • ISBN10:

    0030314038

  • Edition: 10th
  • Format: Hardcover
  • Copyright: 6/9/2000
  • Publisher: South-Western College Pub
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What is included with this book?

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Summary

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.

Table of Contents

Preface vii
Part 1 The Contemporary Marketing Environment 3(110)
Customer-Driven Marketing
4(34)
The Marketing Environment, Ethics, and Social Responsibility
38(38)
Global Dimensions of Marketing
76(37)
Part 2 Managing Technology to Achieve Marketing Success 113(66)
E-Commerce: Electronic Marketing and the Internet
114(36)
Succeeding Using Relationship and Database Marketing
150(29)
Part 3 Marketing Planning, Information, and Segmentation 179(84)
Marketing Planning and Forecasting
180(24)
Developing a Marketing Plan
202(2)
Marketing Research and Decision-Support Systems
204(28)
Market Segmentation, Targeting, and Positioning
232(31)
Part 4 Customer Behavior 263(62)
Consumer Behavior
264(28)
B2B: Business-to-Business Marketing
292(33)
Part 5 Product Strategy 325(62)
Product Strategies
326(30)
Brand Management and New Product Planning
356(31)
Part 6 Distribution Strategy 387(64)
Marketing Channels and Logistics Management
388(30)
Retailing, Wholesaling, and Direct Marketing
418(33)
Part 7 Promotional Strategy 451(112)
Integrated Marketing Communications
452(36)
Advertising, Sales Promotion, and Public Relations
488(38)
Personal Selling and Sales Force Management
526(37)
Part 8 Pricing Strategy 563
Price Determination
564
Managing the Pricing Function
594
Video Cases VC-1
Gateway Continuing Cases GC-1
Careers in Marketing A-1
Notes N-1
Glossary G-1
Solution S-1
Credits C-1
Indexes I-1

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