Marketing Best Practices

by Hoffman, K. Douglas; Czinkota, Michael R.; Dickson, Peter; Dunne, Patrick M.

• ISBN13: 9780030211096
• ISBN10: 0030211093
• Edition: 1st
• Format: Hardcover
• Copyright: 1999-08-03
• Publisher: South-Western College Pub

Summary

The Dryden Press has brought together sixteen of the best and brightest authors in marketing to create the most cutting-edge text to hit the principles market in years. The premise behind Marketing: Best Practices was to combine the expertise of leading marketers into a principles text that offers the best of the best in every chapter. Each chapter is penned by an authority from that particular field of marketing, many of whom are widely renowned inside the classroom and the boardroom for their marketing acumen. This revolutionary new text combines the best practices from every area of marketing - from advertising to services, consumer behavior to retailing, international to technology.

Table of Contents

PART ONE Introduction-Marketing Environment	1	(100)
Chapter One Introduction to Marketing	2	(24)
Peter R. Dickson, University of Wisconsin-Madison
Chapter Two The Marketing Environment & Social Responsibility	26	(36)
Peter R. Dickson, University of Wisconsin-Madison
Chapter Three International Marketing	62	(39)
Michael R. Czinkota, Georgetown University
Ilkka A. Ronkainen, Georgetown University
PART TWO Understanding the Market	101	(146)
Chapter Four Marketing Research and Information Systems	102	(34)
Peter R. Dickson, University of Wisconsin-Madison
Chapter Five Consumer Behavior	136	(40)
Jagdish N. Sheth, Emory University
Chapter Six Business-to-Business Marketing	176	(34)
Michael D. Hutt, Arizona State University
Thomas W. Speh, Miami University-Ohio
Chapter Seven Market Segmentation and Target Markets	210	(37)
Penny M. Simpson, Northwestern State University of Louisiana
PART THREE Product	247	(84)
Chapter Eight Product Decisions and Marketing's Role in New Product Development	248	(42)
Abbie Griffin, University of Illinois, Urbana-Champaign
Chapter Nine Services Marketing	290	(41)
K. Douglas Hoffman, Colorado State University
PART FOUR Distribution	331	(84)
Chapter Ten Marketing Channels and Distribution	332	(44)
Bert Rosenbloom, Drexel University
Chapter Eleven Retailing and Wholesaling	376	(39)
Patrick Dunne, Texas Tech University
Robert F. Lusch, University of Oklahoma
PART FIVE Integrated Marketing Communications	415	(82)
Chapter Twelve Integrated Marketing Communications: Advertising, Promotions, and Other Tools	416	(44)
Terence A. Shimp, University of South Carolina
Chapter Thirteen Personal Selling and Sales Management	460	(37)
Judy A. Siguaw, Cornell University
PART SIX Pricing	497	(42)
Chapter Fourteen Pricing Strategies and Determination	498	(41)
Joel E. Urbany, University of Notre Dame
PART SEVEN The Future of Marketing	539	(27)
Chapter Fifteen Marketing on the Internet	540	(26)
John H. Lindgren, Jr., University of Virginia
Appendix 1: Planning for Marketing Decisions	566	(12)
Appendix 2: Careers in Marketing	578	(18)
Video Cases	596	(38)
Glossary	634	(6)
Credits	640	(4)
Name Index	644	(1)
Company Index	645	(3)
Subject Index	648