Marketing / Edition 5

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More About This Textbook

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: 9780256219715
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 9/28/1996
  • Edition description: Older Edition
  • Edition number: 5
  • Pages: 344

Table of Contents

Pt. I Initiating the Marketing Process
1 Marketing: A Focus on the Consumer 4
2 Marketing in the Organization: An Overview 30
3 The Changing Marketing Environment 56
4 Ethics and Social Responsibility in Marketing 88
Pt. II Understanding Buyers and Markets
5 Consumer Behavior 110
6 Organizational Markets and Buyer Behavior 138
Pt. III Targeting Marketing Opportunities
7 Collecting and Using Marketing Information 166
8 Market Segmentation, Targeting, and Positioning 194
9 Micromarketing, Information Technology, and Forecasting 222
Pt. IV Satisfying Marketing Opportunities
10 Developing New Products 252
11 Managing the Product 282
12 Pricing: Relating Objectives to Revenues and Costs 312
13 Pricing: Arriving at the Final Price 336
Appendix A: Financial Aspects of Marketing 366
14 Marketing Channels and Wholesaling 374
15 Physical Distribution and Logistics Management 402
16 Retailing 430
17 Promotional Process, Sales Promotion, and Publicity 462
18 Advertising 490
19 Personal Selling and Sales Management 516
Pt. V Managing the Marketing Process
20 The Strategic Marketing Process: The Planning Phase 546
21 The Strategic Marketing Process: Implementation and Control Phases 574
Pt. VI Expanding Marketing Settings
22 International Marketing 602
23 Marketing of Services 632
Appendix B: Career Planning in Marketing 656
Cases 676
Glossary 717
Notes 733
Author Index 759
Company and Product Index 767
Subject Index 775
Credits 789
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