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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