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Marketing

by
Edition:
6th
ISBN13:

9780324068610

ISBN10:
0324068611
Format:
Hardcover
Pub. Date:
4/3/2001
Publisher(s):
South-Western College Pub
List Price: $257.33

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Questions About This Book?

What version or edition is this?
This is the 6th edition with a publication date of 4/3/2001.
What is included with this book?
  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.

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Summary

The exciting new edition of Marketing continues the established tradition of adding value far beyond any expectations. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides readers with an exhilarating first introduction to the dynamic world of marketing.

Table of Contents

PART 1 The World of Marketing 1(136)
An Overview of Marketing
4(24)
Strategic Planning for Competitive Advantage
28(32)
The Marketing Environment and Marketing Ethics
60(34)
Developing A Global Vision
94(43)
PART 2 Analyzing Marketing Opportunities 137(154)
Consumer Decision Making
140(44)
Business Marketing
184(28)
Segmenting and Targeting Markets
212(32)
Decision Support Systems and Marketing Research
244(47)
PART 3 Product Decisions 291(84)
Product Concepts
294(24)
Developing and Managing Products
318(24)
Services and Nonprofit Organization Marketing
342(33)
PART 4 Distribution Decisions 375(94)
Marketing Channels and Supply Chain Management
378(44)
Retailing
422(47)
PART 5 Promotion Decisions 469(102)
Interated Marketing Communications
472(28)
Advertising and Public Relations
500(34)
Sales Promotion and Personal Selling
534(37)
PART 6 Pricing Decisions 571(65)
Pricing concepts
574(30)
Setting the Right Price
604(32)
PART 7 Technology Driven Marketing 636(47)
Internet Marketing
637(3)
One-To-One Marketing
640(43)
Appendix: Careers in Marketing 683(2)
Glossary 685(14)
Endnotes 699(20)
Company and Organizational Inex 719(10)
Subject Index 729(16)
Internet Index 745


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