ISBN-10:
0077636716
ISBN-13:
9780077636715
Pub. Date:
02/28/2014
Publisher:
McGraw-Hill Education
Loose-Leaf Essentials Of Marketing / Edition 14

Loose-Leaf Essentials Of Marketing / Edition 14

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Product Details

ISBN-13: 9780077636715
Publisher: McGraw-Hill Education
Publication date: 02/28/2014
Pages: 1536
Product dimensions: 8.30(w) x 10.70(h) x 1.00(d)
Age Range: 18 Years

About the Author

Teaches at the Universities of Oregon, Notre Dame, and Michigan State.

Currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School.

Table of Contents

Chapter 1: Marketing’s Value to Consumers, Firms, and Society


Chapter 2: Marketing Strategy Planning 


Chapter 3: Evaluating Opportunities in the Changing Marketing Environment


Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning


Chapter 5: Final Consumers and Their Buying Behavior


Chapter 6: Business and Organizational Customers and Their Buying Behavior


Chapter 7: Improving Decisions with Marketing Information


Chapter 8: Elements of Product Planning for Goods and Services


Chapter 9: Product Management and New-Product Development


Chapter 10: Place and Development of Channel Systems


Chapter 11: Distribution Customer Service and Logistics


Chapter 12: Retailers, Wholesalers, and Their Strategy Planning


Chapter 13: Promotion—Introduction to Integrated Marketing Communications


Chapter 14: Personal Selling and Customer Service


Chapter 15: Advertising, Publicity, and Sales Promotion


Chapter 16: Pricing Objectives and Policies


Chapter 17: Price Setting in the Business World


Chapter 18: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Appendix A Economics Fundamentals 


Appendix B Marketing Arithmetic 


Appendix C Career Planning in Marketing


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