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Essentials of Marketing (Student Package #1) w/ Applications in Basic Marketing 2004-05,9780073049229
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Essentials of Marketing (Student Package #1) w/ Applications in Basic Marketing 2004-05

by ;
Edition:
9th
ISBN13:

9780073049229

ISBN10:
0073049220
Format:
Paperback
Pub. Date:
7/7/2004
Publisher(s):
McGraw-Hill/Irwin

Summary

Essentials of Marketing is a brief version of Basic Marketing, the worldwide market leading Principles text. Basic Marketing and Essentials of Marketing are the first books to develop and present the 4Ps framework (Product, Price, Place, Promotion) which describes the components of the marketing mix and forms the foundation of Marketing. Like Basic Marketing, Essentials of Marketing offers a very thorough integration of the latest marketing themes, topics, and examples woven throughout.While Essentials of Marketing is a brief text, it is not a cut-and-paste of Basic Marketing. It is written carefully, thoroughly and specifically to be suitable for shorter Marketing courses. Author Bill Perreault shows this same dedication to the supplements package. Where most principles of marketing texts have separate supplement authors, Bill Perreault creates every item in the package. This unique involvement ensures quality, accuracy, and reliability.

Table of Contents

1. Marketing's Role in the Global Economy

2. Marketing's Role within the Firm or Nonprofit Organization

3. Focusing Marketing Strategy with Segmentation and Positioning

4. Evaluating Opportunities in the Changing Marketing Environment

5. Final Consumers and Their Buying Behavior

6. Business and Organizational Customers and Their Buying Behavior

7. Improving Decisions with Marketing Information

8. Elements of Product Planning for Goods and Services

9. Product Management and New-Product Development

10. Place and Development of Channel Systems

11. Distribution Customer Service and Logistics

12. Retailers, Wholesalers, and Their Strategy Planning

13. Promotion--Introduction to Integrated Marketing Communications

14. Personal Selling

15. Advertising and Sales Promotion

16. Pricing Objectives and Policies

17. Price Setting in the Business World

18. Developing Innovative Marketing Plans: Appraisal and Challenges

Appendixes

a. Economics Fundamentals

b. Marketing Arithmetic

c. Career Planning in Marketing



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