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  • Edition: 4th
  • Format: Paperback
  • Copyright: 1997-07-30
  • Publisher: South-Western College Pub
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The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of learners. 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 students with an exhilarating first introduction to the dynamic world of marketing.

Table of Contents

An Overview of Marketing
Strategic Planning: Developing and Implementing a Marketing Plan
The Marketing Environment
Developing a Global Vision
Ethics and Social Responsibility
Consumer Decision Making
Business-to-Business Marketing
Segmenting and Targeting Markets
Decision Support Systems and Marketing Research
Product Concepts
Developing and Managing Products
Services and Nonbusiness Marketing
Customer Value and Quality
Channels and Distribution
Retailing and Wholesaling
Promotion Strategy and Marketing Communication
Advertising and Public Relations
Sales Promotion and Personal Selling
Internet Marketing
Pricing Concepts
Setting the Right Price
Careers in Marketing
Table of Contents provided by Publisher. All Rights Reserved.

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