Contemporary Marketing

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  • Edition: 10th
  • Format: Hardcover
  • Copyright: 6/9/2000
  • Publisher: South-Western College Pub
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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.

Table of Contents

Preface vii
Part 1 The Contemporary Marketing Environment 3(110)
Customer-Driven Marketing
The Marketing Environment, Ethics, and Social Responsibility
Global Dimensions of Marketing
Part 2 Managing Technology to Achieve Marketing Success 113(66)
E-Commerce: Electronic Marketing and the Internet
Succeeding Using Relationship and Database Marketing
Part 3 Marketing Planning, Information, and Segmentation 179(84)
Marketing Planning and Forecasting
Developing a Marketing Plan
Marketing Research and Decision-Support Systems
Market Segmentation, Targeting, and Positioning
Part 4 Customer Behavior 263(62)
Consumer Behavior
B2B: Business-to-Business Marketing
Part 5 Product Strategy 325(62)
Product Strategies
Brand Management and New Product Planning
Part 6 Distribution Strategy 387(64)
Marketing Channels and Logistics Management
Retailing, Wholesaling, and Direct Marketing
Part 7 Promotional Strategy 451(112)
Integrated Marketing Communications
Advertising, Sales Promotion, and Public Relations
Personal Selling and Sales Force Management
Part 8 Pricing Strategy 563
Price Determination
Managing the Pricing Function
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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