Essentials of Marketing

by Lascu, Dana-Nicoleta; Clow, Kenneth E.

• ISBN13: 9781592602711
• ISBN10: 1592602711
• Edition: 2nd
• Format: Paperback
• Copyright: 2006-01-12
• Publisher: Cengage Learning

Summary

Formerly Marketing Frontiers: An Introduction to Marketing, this new edition introduces the challenges of marketing and an in-depth examination of those marketing management skills essential for handling the problems of a company in a complex economic, political, technological, and socio-cultural environment. Students -- adopting the stance of marketing consultants -- will solve a broad range of marketing problems, including consumer and industrial marketing problems, social marketing problems, as well as specific and general local and global marketing problems.

Table of Contents

Introduction to Marketing

Scope and Concepts of Marketing

The Environment of Marketing in the Twenty-First Century

Marketing Foundation

Marketing Ethics, Regulations, and Social Responsibility

Consumer Behavior

Business-to-Business Behavior

Marketing Segmentation

Marketing Research

Marketing Mix Strategies

Product Strategies

Services Marketing

Distribution Strategies

Retailing Strategies

Pricing Strategies

Marketing Communications

Integrated Marketing Communications

Advertising, Sponsorships, and Public Relations

Sales and Trade Promotions

Personal Selling, Databases, and Direct Marketing

Marketing Expansion

International Marketing

Internet Marketing

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