9780324282900

Essentials of Marketing

by
  • ISBN13:

    9780324282900

  • ISBN10:

    0324282907

  • Edition: 4th
  • Format: Paperback
  • Copyright: 1/9/2004
  • Publisher: South-Western College Pub
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Table of Contents

Prefacep. xvii
The World of Marketingp. 1
An Overview of Marketingp. 4
Ethics, Social Responsibility, and the Marketing Environmentp. 28
Developing a Global Visionp. 64
Part 1 Closingp. 104
Analyzing Marketing Opportunitiesp. 109
Consumer Decision Makingp. 112
Business Marketingp. 156
Segmenting and Targeting Marketsp. 184
Decision Support Systems and Marketing Researchp. 216
Part 2 Closingp. 254
Product and Distribution Decisionsp. 259
Product and Services Conceptsp. 262
Developing and Managing Productsp. 288
Marketing Channels and Supply Chain Managementp. 313
Retailingp. 352
Part 3 Closingp. 394
Promotion and Pricing Decisionsp. 399
Marketing Communications and Personal Sellingp. 402
Advertising and Public Relationsp. 446
Internet Marketingp. 488
Pricing Conceptsp. 490
Part 4 Closingp. 522
Careers Appendixp. 528
Glossaryp. 530
Endnotesp. 542
Bibliographiesp. 554
Subject/Company Indexp. 556
Internet Indexp. 569
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