Essentials of Marketing (Study Guide) / Edition 2

Essentials of Marketing (Study Guide) / Edition 2

by Charles W. Lamb
     
 

This volume is a streamlined version of the principles text by the same authors. It provides condensed coverage of all the basics of marketing, such as globalization, ethics, customer value and quality, and Internet marketing. Corporate examples enhance nearly all topics, from advertising and public relations, to product distribution. Annotation c. Book News, Inc.,… See more details below

Overview

This volume is a streamlined version of the principles text by the same authors. It provides condensed coverage of all the basics of marketing, such as globalization, ethics, customer value and quality, and Internet marketing. Corporate examples enhance nearly all topics, from advertising and public relations, to product distribution. Annotation c. Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780324043785
Publisher:
South-Western
Publication date:
03/28/2000
Series:
Swc-General Business Series
Edition description:
Older Edition

Table of Contents

Part 1The World of Marketing1
1An Overview of Marketing4
2The Marketing Environment and Marketing Ethics26
3Developing A Global Vision62
Part 2Analyzing Marketing Opportunities105
4Consumer Decision Making108
5Business Marketing152
6Segmenting and Targeting Markets178
7Decision Support Systems and Marketing Research210
Part 3Product and Distribution Decisions255
8Product and Services Concepts258
9Developing and Managing Products286
10Marketing Channels and Logistics Decisions310
11Retailing358
Part 4Integrated Marketing Communication and Pricing Concepts409
12Marketing Communication and Personal Selling412
13Advertising, Sales Promotion, and Public Relations456
14Internet Marketing494
15Pricing Concepts496
AppendixCareers in Marketing537
Glossary539
Endnotes552
Company and Organization Index565
Subject Index569
Internet Index577

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