Marketing / Edition 5

Marketing / Edition 5

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by Eric N. Berkowitz, Steven Hartley
     
 

This market leading Principles of Marketing text is sold in two-year,four-year and graduate programs. This book is the students' first look into the world of Marketing. Using the active learning approach,the authors are preparing the students for the extraordinary marketplace they will be entering and learning about. The Fifth Edition focuses on creating customer… See more details below

Overview

This market leading Principles of Marketing text is sold in two-year,four-year and graduate programs. This book is the students' first look into the world of Marketing. Using the active learning approach,the authors are preparing the students for the extraordinary marketplace they will be entering and learning about. The Fifth Edition focuses on creating customer value by providing exceptional knowledge,understanding,skills,decision-making tools,and support materials for both major and non-majors. From its introduction in 1985,Marketing has helped over 350,000 students and 2,100 instructors study and teach one of the most dynamic and challenging areas. Their innovative pedagogical approach,making the student the decision-maker,involves the student in the study of marketing and encourages them to think about their personal experiences as a consumer and by asking them to assume the role of marketing decision maker. Icons alert the reader to special topics including: customer value,global topics,technology,cross-functional,and ethical and social responsibility alerts.

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Product Details

ISBN-13:
9780256189681
Publisher:
McGraw-Hill Companies, The
Publication date:
08/28/1996
Series:
McGraw-Hill Series in Marketing
Edition description:
Older Edition
Pages:
736
Product dimensions:
8.83(w) x 11.18(h) x 1.29(d)

Table of Contents

Pt. IInitiating the Marketing Process
1Marketing: A Focus on the Consumer4
2Marketing in the Organization: An Overview30
3The Changing Marketing Environment56
4Ethics and Social Responsibility in Marketing88
Pt. IIUnderstanding Buyers and Markets
5Consumer Behavior110
6Organizational Markets and Buyer Behavior138
Pt. IIITargeting Marketing Opportunities
7Collecting and Using Marketing Information166
8Market Segmentation, Targeting, and Positioning194
9Micromarketing, Information Technology, and Forecasting222
Pt. IVSatisfying Marketing Opportunities
10Developing New Products252
11Managing the Product282
12Pricing: Relating Objectives to Revenues and Costs312
13Pricing: Arriving at the Final Price336
Appendix A: Financial Aspects of Marketing366
14Marketing Channels and Wholesaling374
15Physical Distribution and Logistics Management402
16Retailing430
17Promotional Process, Sales Promotion, and Publicity462
18Advertising490
19Personal Selling and Sales Management516
Pt. VManaging the Marketing Process
20The Strategic Marketing Process: The Planning Phase546
21The Strategic Marketing Process: Implementation and Control Phases574
Pt. VIExpanding Marketing Settings
22International Marketing602
23Marketing of Services632
Appendix B: Career Planning in Marketing656
Cases676
Glossary717
Notes733
Author Index759
Company and Product Index767
Subject Index775
Credits789

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