Essentials of Marketing / Edition 2

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Overview

The exciting new edition of Essentials of Marketing continues the established tradition of adding value far beyond the expectations of students and instructors. Extensive research has been done to ensure this brief edition provides an 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 introduction to the dynamic world of marketing.
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Product Details

  • ISBN-13: 9780324043761
  • Publisher: South-Western
  • Publication date: 3/1/2000
  • Series: Swc-General Business Series
  • Edition description: 2ND
  • Edition number: 2
  • Pages: 608

Meet the Author

Carl McDaniel is a professor of marketing at the University of Texas Arlington, where he has been chairman of the marketing department since 1976. He has been an instructor for more than 20 years and is the recipient of several awards for outstanding teaching. McDaniel also has been a district sales manager for Southwestern Bell Telephone Company. Currently, he serves as a board member of the North Texas Higher Education Authority and is a member of the American Marketing Association, Academy of Marketing Science, Southern Marketing Association, Southwestern Marketing Association, and Western Marketing Association.
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Table of Contents

Preface xvii
Part 1 The World of Marketing 1
1 An Overview of Marketing 4
2 Ethics, Social Responsibility, and the Marketing Environment 28
3 Developing a Global Vision 64
Part 1 Closing 104
Part 2 Analyzing Marketing Opportunities 109
4 Consumer Decision Making 112
5 Business Marketing 156
6 Segmenting and Targeting Markets 184
7 Decision Support Systems and Marketing Research 216
Part 2 Closing 254
Part 3 Product and Distribution Decisions 259
8 Product and Services Concepts 262
9 Developing and Managing Products 288
10 Marketing Channels and Supply Chain Management 313
11 Retailing 352
Part 3 Closing 394
Part 4 Promotion and Pricing Decisions 399
12 Marketing Communications and Personal Selling 402
13 Advertising and Public Relations 446
14 Internet Marketing 488
15 Pricing Concepts 490
Part 4 Closing 522
Careers Appendix 528
Glossary 530
Endnotes 542
Bibliographies 554
Subject/Company Index 556
Internet Index 569
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