Essentials of Marketing

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  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2/4/2008
  • Publisher: CENGAGE Learning

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  • The Used and Rental copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.


The text provides an introduction to the field of marketing, presenting basic concepts and current marketing theory, along with memorable and up-to-date marketing practice examples. The text offers an understanding of marketing within a constantly-changing and increasingly-complex global environment, and offers compelling examples of business-to-business marketing principles, and examples of marketing through channel structures from the producer to the end consumer.

Table of Contents

Introduction To Marketing
Scope and Concepts of Marketing
The Environment of Marketing in the Twenty-First Century
Marketing Foundation
Marketing Ethics, Regulations, and Social Responsibility
Consumer Behavior
Business-to-Business Behavior
Marketing Segmentation
Marketing Research
Marketing Mix Strategies
Product Strategies
Services Marketing
Distribution Strategies
Retailing Strategies
Pricing Strategies
Marketing Communications
Integrated Marketing Communications
Advertising, Sponsorships, and Public Relations
Consumer and Trade Promotions
Personal Selling, Databases, and Direct Marketing
Marketing Expansion
International Marketing
Internet Marketing
Table of Contents provided by Publisher. All Rights Reserved.

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