9780030185977

Contemporary Marketing: Wired

by ; ;
  • ISBN13:

    9780030185977

  • ISBN10:

    0030185971

  • Edition: 9th
  • Format: Hardcover
  • Copyright: 7/1/1997
  • Publisher: South-Western College Pub
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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(8)
To the Student xv
PART 1 THE CONTEMPORARY MARKETING ENVIRONMENT 4(156)
CHAPTER 1 Developing Relationships through Customer Focus, Quality, Technology, and Ethical Behavior
4(40)
CHAPTER 2 Creating Value through Customer Satisfaction and Quality
44(34)
CHAPTER 3 The Marketing Environment, Ethics, and Social Responsibility
78(36)
CHAPTER 4 Global Dimensions of Marketing
114(46)
PART 2 MARKETING PLANNING, INFORMATION, AND SEGMENTATION 160(104)
CHAPTER 5 Marketing Planning and Forecasting
160(32)
CHAPTER 6 Developing a Marketing Plan
192(4)
CHAPTER 7 Marketing Research and Decision Support Systems
196(30)
CHAPTER 8 Market Segmentation, Targeting, and Positioning
226(38)
PART 3 BUYER BEHAVIOR AND RELATIONSHIP MARKETING 264(106)
CHAPTER 9 Consumer Behavior
264(30)
CHAPTER 10 Business-to-Business Marketing
294(36)
CHAPTER 11 Relationship Marketing
330(40)
PART 4 PRODUCT STRATEGY 370(92)
CHAPTER 12 Product Strategy
370(26)
CHAPTER 13 Brand Management and New-Product Planning
396(34)
CHAPTER 14 Marketing of Services
430(32)
PART 5 DISTRIBUTION STRATEGY 462(96)
CHAPTER 15 Distribution
462(34)
CHAPTER 16 Retailing
496(32)
CHAPTER 17 Logistics and Value Chain Management
528(30)
PART 6 PROMOTIONAL STRATEGY 558(128)
CHAPTER 18 Integrated Marketing Communications
558(42)
CHAPTER 19 Advertising, Sales Promotion, and Public Relations
600(44)
CHAPTER 20 Personal Selling and Sales Management
644(42)
PART 7 PRICING STRATEGY 686
CHAPTER 21 Price Determination
686(30)
CHAPTER 22 Managing the Pricing Function
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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