Marketing / Edition 9

Marketing / Edition 9

by Kerin
     
 

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ISBN-10: 0073284106

ISBN-13: 9780073284101

Pub. Date: 05/28/2008

Publisher: McGraw-Hill Companies, The

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:
9780073284101
Publisher:
McGraw-Hill Companies, The
Publication date:
05/28/2008
Edition description:
Study Guide
Product dimensions:
8.50(w) x 10.70(h) x 1.00(d)

Table of Contents

PART 1: INITIATING THE MARKETING PROCESS


Chapter 1: Creating Customer Relationships and Value through Marketing


Chapter 2: Developing Successful Organizational and Marketing Strategies


Appendix A: Building an Effective Marketing Plan


Chapter 3: Scanning the Marketing Environment


Chapter 4: Ethical and Social Responsibility in Marketing

PART 2: UNDERSTANDING BUYERS AND MARKETS


Chapter 5: Understanding Consumer Behavior


Chapter 6: Understanding Organizations as Customers


Chapter 7: Understanding and Reaching Global Consumers and Markets

PART 3: TARGETING MAREKETING OPPORTUNITIES


Chapter 8: Marketing Research: From Customer Insights to Actions


Chapter 9: Market Segmentation, Targeting, and Positioning

PART 4: SATISFYING MARKETING OPPORTUNITIES


Chapter 10: Developing New Products and Services


Chapter 11: Managing Successful Products, Services, and Brands


Chapter 12: Services Marketing


Chapter 13: Building the Price Foundation


Chapter 14: Arriving at the Final Price


Appendix B: Financial Aspects of Marketing


Chapter 15: Managing Marketing Channels and Supply Chains


Chapter 16: Retailing and Wholesaling


Chapter 17: Integrated Marketing Communications and Direct Marketing


Chapter 18: Advertising, Sales Promotion, and Public Relations


Chapter 19: Using Social Media to Connect with Consumers


Chapter 20: Personal Selling and Sales Management

PART 5: MANAGING THE MARKETING PROCESS


Chapter 21: Implementing Interactive and Multichannel Marketing


Chapter 22: Pulling It All Together: The Strategic Marketing Process


Appendix C: Planning a Career in Marketing


Appendix D: Alternate Cases


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