9780324072693

Marketing : Creating and Keeping Customers in an E-Commerce World

by
  • ISBN13:

    9780324072693

  • ISBN10:

    0324072694

  • Edition: 7th
  • Format: Paperback
  • Copyright: 2000-07-28
  • Publisher: South-Western College Pub

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Supplemental Materials

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Summary

This proven, consistent text provides thorough treatment of e-commerce, emerging markets, new technologies and hot marketing trends. All concepts and topics are discussed with the goal of helping the reader adapt to, and strategically plan for, changes in the marketing environment. This edition retains trademark early coverage of strategy and an overall strategic focus, with increased emphasis on critical thinking skills in marketing, global and relationship marketing.

Table of Contents

Prologue xxxvi
part 1 Introduction 1(119)
The Nature of Marketing
2(26)
Marketing Management: Strategy and Ethical Behavior
28(34)
Environmental Forces in an e-commerce World: The Macroenvironment
62(30)
The Microenvironment in an Era of Global Business
92(28)
part 2 Analysis of Market and Buyer Behavior 120(124)
Information Technology and Marketing Research
122(30)
Consumer Behavior
152(32)
Business Markets and Organizational Buying
184(24)
Market Segmentation, Targeting, and Positioning Strategies
208(36)
part 3 Product Strategy for Global Competition 244(102)
Basic Concepts about Goods and Services
246(32)
Strategies for New Products and the Product Life Cycle
278(42)
The Nature of Services and Customer Service Strategies
320(26)
part 4 Distribution Strategy 346(100)
The Nature of Distribution
348(34)
Retailing, Direct Marketing, and Wholesaling
382(36)
The Supply Chain and Logistics Management
418(28)
part 5 Integrated Marketing Communications 446(126)
Integrated Marketing Communications
448(32)
Advertising in an e-commerce World
480(40)
Personal Selling and Sales Management
520(32)
Sales Promotion, Publicity, and Public Relations
552(20)
part 6 Pricing Strategy 572(52)
Introduction to Pricing Concepts
574(20)
Pricing Strategies and Tactics
594(30)
Epilogue A Closing Note 624(2)
Appendix A Career Opportunities in Marketing 626(5)
Appendix B The Business Plan and the Marketing Plan 631(3)
Appendix C The Marketing Audit 634(2)
Appendix D Organizing the Marketing Function 636(3)
Appendix E Marketing Arithmetic for Business Analysis 639

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