Essentials of Marketing / Edition 6

Essentials of Marketing / Edition 6

ISBN-10:
0324656203
ISBN-13:
9780324656206
Pub. Date:
01/14/2008
Publisher:
Cengage Learning
Select a Purchase Option (6)
  • purchase options
    $51.38 $233.95 Save 78%
    • Free return shipping at the end of the rental period details
    • Textbook Rentals in 3 Easy Steps  details
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.
  • purchase options
    $112.57 $233.95 Save 52% Current price is $112.57, Original price is $233.95. You Save 52%.
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.
  • purchase options

Overview

Essentials of Marketing / Edition 6

The exciting new edition of Essentials of Marketing continues the established tradition of adding value far beyond the expectations of students and instructors. Extensive research has been done to ensure this brief edition provides an up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides students with an exhilarating introduction to the dynamic world of marketing.

Product Details

ISBN-13: 9780324656206
Publisher: Cengage Learning
Publication date: 01/14/2008
Series: Available Titles CengageNOW Series
Edition description: 6
Pages: 576
Product dimensions: 8.40(w) x 10.70(h) x 0.80(d)

Table of Contents

Prefacexvii
Part 1The World of Marketing1
1An Overview of Marketing4
2Ethics, Social Responsibility, and the Marketing Environment28
3Developing a Global Vision64
Part 1 Closing104
Part 2Analyzing Marketing Opportunities109
4Consumer Decision Making112
5Business Marketing156
6Segmenting and Targeting Markets184
7Decision Support Systems and Marketing Research216
Part 2 Closing254
Part 3Product and Distribution Decisions259
8Product and Services Concepts262
9Developing and Managing Products288
10Marketing Channels and Supply Chain Management313
11Retailing352
Part 3 Closing394
Part 4Promotion and Pricing Decisions399
12Marketing Communications and Personal Selling402
13Advertising and Public Relations446
14Internet Marketing488
15Pricing Concepts490
Part 4 Closing522
Careers Appendix528
Glossary530
Endnotes542
Bibliographies554
Subject/Company Index556
Internet Index569

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews