9780130127716

Marketing: An Introduction

by ;
  • ISBN13:

    9780130127716

  • ISBN10:

    013012771X

  • Edition: 5th
  • Format: Paperback
  • Copyright: 7/1/1999
  • Publisher: Pearson College Div
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Summary

This accessible, streamlined introduction to marketing by two of today's best-selling marketing authors helps users master the basic principles and practices of modern marketing in an enjoyable and practical way. The new edition is an even more effective text than its predecessors: it is complete, easy to manage, and explains how marketing affects the big picture in business and influences specific company divisions like accounting, information technologies, finance, operations, and human resources. Updated to present the latest marketing thinking, it builds upon a framework which positions marketing as the art and science of creating value "for" customers in order to capture value "from" customers in return. An excellent resource and tool for those employed in the field of marketing and sales; especially helpful for employees of global companies.

Table of Contents

PART I Understanding Marketing and the Marketing Management Process 1(66)
1. Marketing in a Changing World: Creating Customer Value and Satisfaction
1(33)
2. Strategic Planning and the Marketing Process
34(33)
PART II Analyzing Marketing Opportunities 67(110)
3. The Global Marketing Environment
67(34)
4. Marketing Research and Information Systems
101(37)
5. Consumer and Business Buyer Behavior
138(39)
PART III Developing Marketing Strategy and the Marketing Mix 177(334)
6. Market Segmentation, Targeting, and Positioning for Competitive Advantage
177(40)
7. Product and Services Strategy
217(42)
8. New-Product Development and Product Life-Cycle Strategies
259(28)
9. Pricing Products: Pricing Considerations and Strategies
287(39)
10. Distribution Channels and Logistics Management
326(39)
11. Retailing and Wholesaling
365(35)
12. Integrated Marketing Communications: Advertising and Public Relations
400(38)
13. Integrated Marketing Communications: Personal Selling and Sales Promotion
438(35)
14. Direct and On-Line Marketing
473(38)
PART IV Extending Marketing 511
15. The Global Marketplace
511(32)
16. Marketing and Society: Social Responsibility and Marketing Ethics
543
Appendices A1
Appendix 1 Marketing Arithmetic A1(7)
Appendix 2 Careers in Marketing A8
Glossary G1
Endnotes N1
Video Cases C1
Credits CR1
Indices I1

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