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9780324043761

Essentials of Marketing

by ; ;
  • ISBN13:

    9780324043761

  • ISBN10:

    0324043767

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2000-03-23
  • Publisher: South-Western College Pub

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Summary

Textbook delivers a slimmed-down version of the knowledge found in 'Marketing', Fifth Edition, in a streamlined, condensed, easy-to-use format. Contains comprehensive coverage of current topics including global marketing, ethics, customer value and quality, and Internet marketing. Referenced Web site provides additional resources. For students. Softcover. DLC: Marketing.

Table of Contents

PART 1 The World of Marketing 1(3)
An Overview of Marketing
4(22)
The Marketing Environment and Marketing Ethics
26(36)
Developing a Global Vision
62(43)
PART 2 Analyzing Marketing Opportunities 105(150)
Consumer Decision Making
108(44)
Business Marketing
152(26)
Segmenting and Targeting Markets
178(32)
Decision Support Systems and Marketing Research
210(45)
PART 3 Product and Distribution Decisions 255(154)
Product and Services Concepts
258(28)
Developing and Managing Products
286(24)
Marketing Channels and Logistics Decisions
310(48)
Retailing
358(51)
PART 4 Integrated Marketing Communication and Pricing Concepts 409(128)
Marketing Communication and Personal Selling
412(44)
Advertising, Sales Promotion, and Public Relations
456(38)
Internet Marketing
494(2)
Pricing Concepts
496(41)
Appendix: Careers in Marketing 537(2)
Glossary 539(13)
Endnotes 552

Supplemental Materials

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 access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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