Marketing Best Practices

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

• ISBN13: 9780030349997
• ISBN10: 0030349990
• Edition: 2nd
• Format: Hardcover
• Copyright: 2002-07-09
• Publisher: South-Western College Pub

Summary

Seventeen experts, one voice! The premise behind Marketing: Best Practices is simple yet effective: combine the expertise of the best and brightest in marketing. The second edition continues the tradition of highlighting the best practices from every facet of marketing. Each chapter is written by an authority in their field of marketing, all of whom are highly regarded for both academic and professional achievements. This unique collaboration results in one of the most cutting-edge texts to hit the principles market in years.Dr. Doug Hoffman, in addition to his chapter on Services Marketing, served as managing editor to ensure a focused and streamlined presentation throughout the book. Without losing the distinct flavor of each contributing author, every chapter is consistent in both format and pedagogy. The writing style is uniform and targeted for the undergraduate level. Cutting-edge topics drive the Opening Vignettes, and the copy maintains a lively, energetic tone. The end result is a solid mix of passion, insight, and firsthand experience not typically found in more traditional "Principles of Marketing" textbooks.

Table of Contents

PART ONE-INTRODUCTION THE MARKETING ENVIRONMENT	1	(96)
Introduction to Strategic Marketing	2	(28)
Peter R. Dickson
Marketing and Social Responsibility	30	(30)
Peter R. Dickson
International Marketing	60	(37)
Michael R. Czinkota
Ilkka A. Ronkainen
PART TWO-UNDERSTANDING THE MARKET	97	(138)
Marketing Research and Information Systems	98	(38)
Peter R. Dickson
Consumer Behavior	136	(26)
Jagdish N. Sheth
Balaji C. Krishnan
Business-to-Business Marketing	162	(34)
Michael D. Hutt
Thomas W. Speh
Market Segmentation and Target Markets	196	(39)
Penny M. Simpson
PART THREE-PRODUCT	235	(88)
Marketing's Role in New Product Development and Product Decisions	236	(42)
Abbie Griffin
Services Marketing	278	(45)
K. Douglas Hoffman
PART FOUR-DISTRIBUTION	323	(86)
Marketing Channels and Distribution	324	(46)
Bert Rosenbloom
Retailing and Wholesaling	370	(39)
Patrick Dunne
Robert F. Lusch
PART FIVE-INTEGRATED MARKETING COMMUNICATIONS	409	(84)
Integrated Marketing Communications: Advertising, Promotions, and Other MarCom Tools	410	(46)
Terence A. Shimp
Personal Selling and Sales Management	456	(37)
Judy A. Siguaw
PART SIX-PRICING	493	(42)
Pricing Strategies and Determination	494	(41)
Joel E. Urbany
PART SEVEN-THE FUTURE OF MARKETING	535	(32)
E-Marketing	536	(31)
John (Jack) H. Lindgren Jr.
Appendix: Planning for Marketing Decisions	567	(16)
Video Cases	583	(25)
Glossary	608	(10)
Credits	618
Name Index
Company Index
Subject Index