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Marketing / Edition 3
     

Marketing / Edition 3

by Eric N. Berkowitz, Roger A. Kerin, William Rudelius, Steven Hartley
 

ISBN-10: 025609182X

ISBN-13: 9780256091823

Pub. Date: 01/01/1992

Publisher: McGraw-Hill Higher Education

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

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.

Product Details

ISBN-13:
9780256091823
Publisher:
McGraw-Hill Higher Education
Publication date:
01/01/1992
Edition description:
3rd ed
Pages:
816

Table of Contents

Part I: Initiating the Marketing Process

Chapter 1: Marketing: A Focus on Customer Relationships and Value

Chapter 2: Linking Marketing and Corporate Strategies

Appendix A: A Sample Marketing Plan

Chapter 3: The Changing Marketing Environment

Chapter 4: Ethics and Social Responsibility in Marketing

Part II: Understanding Buyers and Markets

Chapter 5: Global Marketing and World Trade

Chapter 6: Consumer Behavior

Chapter 7: Organizational Markets & Buyer Behavior

Part III: Targeting Marketing Opportunities

Chapter 8: Interactive Marketng & Electronic Commerce

Chapter 9: Turning Marketing Information into Action

Chapter 10: Market Segmentation, Targeting, and Positioning

Part IV: Satisfying Marketing Opportunities

Chapter 11: Developing New Products and Services

Chapter 12: Managing Products and Brands

Chapter 13: Managing Services

Chapter 14: Pricing: Relating Objectives to Revenues and Costs

Chapter 15: Pricing: Arriving at the Final Price

(and more...)

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