Marketing / Edition 6

Marketing / Edition 6

by Eric Berkowitz, Steven W. Hartley, Roger A. Kerin
     
 

Marketing,Sixth Edition continues to be a market-leading text. The text�s consistent emphasis on leading-edge content and a student-oriented approach,along with the outstanding supplements package,will ensure continued success. The book and package will appeal to and meet the needs of a wide spectrum of customers�from the professor who relies only on the text,a few… See more details below

Overview

Marketing,Sixth Edition continues to be a market-leading text. The text�s consistent emphasis on leading-edge content and a student-oriented approach,along with the outstanding supplements package,will ensure continued success. The book and package will appeal to and meet the needs of a wide spectrum of customers�from the professor who relies only on the text,a few core supplements,and a blackboard and chalk,to the professor who fully integrates technology into the course.

Product Details

ISBN-13:
9780072434033
Publisher:
McGraw-Hill Companies, The
Publication date:
06/28/2000
Edition description:
Older Edition

Table of Contents

Preface
PART I: Initiating the Marketing Process
1. Marketing: A Focus on Customer Relationships
2. Linking Marketing and Corporate Strategies
Appendix A: A Sample Marketing Plan
3. The Changing Marketing Environment
4. Ethics and Social Responsibility in Marketing
PART II: Understanding Buyers and Markets
5. Global Marketing and World Trade
6. Consumer Behavior
7. Organizational Markets and Buyer Behavior
PART III: Targeting Marketing Opportunities
8. Interactive Marketing and Electronic Commerce
9. Collecting and Using Marketing Information
10. Market Segmentation, Targeting, and Positioning
PART IV: Satisfying Marketing Opportunities
11. Developing New Products and Services
12. Managing Products and Brands
13. Managing Services
14. Pricing: Relating Objectives to Revenues and Costs
15. Pricing: Arriving at the Final Price
Appendix B: Financial Aspects of Marketing
16. Marketing Channels and Wholesaling
17. Supply Chain Management
18. Retailing
(and more...)

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