Marketing
Author(s)
Bibliographic Information
Marketing
McGraw-Hill/Irwin, c2013
11th ed
Available at / 1 libraries
-
No Libraries matched.
- Remove all filters.
Note
Includes bibliographical references and index
Description and Table of Contents
Description
Experience, Leadership, Innovation. This edition of Marketing continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This author team is committed to (1) building on past experiences as authors, (2) continuing their leadership role in bringing new topics and perspectives to the classroom, and (3) focusing on pedagogical innovation that truly responds to new teaching and learning styles.
This text and package is designed to meet the needs of a wide spectrum of faculty-from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. Marketing utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies.
Table of Contents
Part One-Initiating the Marketing Process
Chapter 1: Creating Customer Relationships and Value through Marketing
Chapter 2: Developing Successful Marketing and Organizational Strategies
Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethical and Social Responsibility in Marketing
Part Two-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 Three-Targeting Marketing Opportunities
Chapter 8: Marketing Research: From Insights to Action
Chapter 9: Market Segmentation, Targeting, and Positioning
Part Four-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: Social Media Marketing
Chapter 20: Personal Selling and Sales Management
Part Five-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
Glossary
Chapter Notes
by "Nielsen BookData"