Cengage Advantage Books: Marketing Principles and Best Practices (with Info / Edition 3

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Overview

Marketing Principles and Best Practices, Advantage Edition combines the expertise of the best teachers and most accomplished scholars in marketing in a low-priced paperback text. These authors have collaborated in writing a leading-edge, contemporary principles of marketing textbook. Each chapter explains and illustrates the best practices from every facet of marketing. Without losing the distinct flavor of each contributing author, every chapter is consistent in format and pedagogy and edited by Dr. Doug Hoffman to ensure a consistent, streamlined presentation.

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Product Details

  • ISBN-13: 9780324305722
  • Publisher: Cengage Learning
  • Publication date: 1/27/2005
  • Series: Thomson Advantage Books Series
  • Edition description: REV
  • Edition number: 3
  • Pages: 598
  • Product dimensions: 8.42 (w) x 10.86 (h) x 0.80 (d)

Meet the Author

K. Douglas Hoffman earned his master's and doctorate degrees from the University of Kentucky and his bachelor's degree from The Ohio State University. He has been formally recognized for teaching excellence and has served as past education coordinator for the Services Marketing Special Interest Group of the American Marketing Association.

Dr. Hoffman currently is a professor of marketing and has taught such courses as Principles of Marketing, Services Marketing, E-Marketing, Retail Management, and Marketing Management. His primary teaching and research passion is services marketing. He launched the first services marketing classes at Mississippi State University, the University of North Carolina at Wilmington, and Colorado State University.

Prior to his academic career, Dr. Hoffman was actively involved in his family-owned golf course business, served as a distribution analyst for Volkswagen of America, and worked as a research analyst for the Parker Hannifin Corp. His current research and consulting activities are primarily in the areas of customer service/satisfaction and services marketing education. Dr. Hoffman has coauthored two other South-Western/Thomson Learning texts: Essentials of Services Marketing and Managing Services Marketing, both with John E. G. Bateson.

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Table of Contents

PART ONE: THE MARKETING ENVIRONMENT. 1. Introduction to Marketing. K. Douglas Hoffman, Colorado State University. 2. Strategic and Marketing Planning. K. Douglas Hoffman, Colorado State University. 3. Marketing Ethics and Social Responsibility. Peter R. Dickson, Florida International University. 4. International Marketing. Michael R. Czinkota, Georgetown University. Ilkka A. Ronkainen, Georgetown University. PART TWO: UNDERSTANDING THE MARKET. 5. Marketing Research and Information Systems. Peter R. Dickson, Florida International University. 6. Consumer Behavior. Jagdish N. Sheth, Emory University. Balaji C. Kirshnan, University of Memphis. 7. Business-to-Business Marketing. Michael D. Hutt, Arizona State University. Thomas W. Speh, Miami University-Ohio. 8. Marketing Segmentation and Target Markets. Penny Simpson, University of Texas-Pan American. PART THREE: PRODUCT STRATEGY. 9. Marketings Role in New Product Development and Product Decisions. Abbie Griffin, University of Illinois - Urbana-Champaign. 10. Services Marketing. K. Douglas Hoffman, Colorado State University. PART FOUR: DISTRIBUTION STRATEGY. 11. Marketing Channels and Distribution. Bert Rosenbloom, Drexel University. 12. Retailing and Wholesaling. Patrick Dunne, Texas Tech University. Robert F. Lusch, Texas Christian University. PART FIVE: INTEGRATED MARKETING COMMUNICATIONS AND PRICING STRATEGY. 13. Integrated Marketing Communications: Advertising, Promotions, and Other MarCom Tools. Terence A. Shimp, University of South Carolina. 14. Personal Selling and Sales Management. Judy A. Siguaw, Cornell University. 15. Pricing Strategies and Determination. Joel E. Urbany, University of Notre Dame Appendix A. Marketing Arithmetic.

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