Marketing with Student CD-ROM

by ; ;
Edition: 6th
Format: Hardcover
Pub. Date: 2001-04-03
Publisher(s): South-Western College Pub
List Price: $216.66

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Summary

This is a comprehensive marketing book organized around the marketing mix. Marketing is lively, interesting, and filled with current examples. The latest concepts, theories and marketing technologies are covered in a practical and contemporary manner. Coverage of current issues and themes includes Internet marketing, marketing plans, customer value, small business, global and multicultural marketing, ethics, and careers in marketing.
-- "Cross-Functional Connections" feature explores how marketing interacts with other functional areas of a business or organization. It also focuses on marketing's key strategic role within a company.
-- Each chapter is enhanced with compelling, real-time examples of Internet marketing, exposing you to "state-of-the-Web" marketing. There's no better way to evaluate the Internet marketing efforts of a variety of companies than to see it first-hand.
-- "Marketing Miscues" shows how marketing goes awry even at the most successful companies. Often amusing and always interesting, these cases help you avoid making the same mist

Table of Contents

PART 1 The World of Marketing 1(136)
An Overview of Marketing
4(24)
Strategic Planning for Competitive Advantage
28(32)
The Marketing Environment and Marketing Ethics
60(34)
Developing A Global Vision
94(43)
PART 2 Analyzing Marketing Opportunities 137(154)
Consumer Decision Making
140(44)
Business Marketing
184(28)
Segmenting and Targeting Markets
212(32)
Decision Support Systems and Marketing Research
244(47)
PART 3 Product Decisions 291(84)
Product Concepts
294(24)
Developing and Managing Products
318(24)
Services and Nonprofit Organization Marketing
342(33)
PART 4 Distribution Decisions 375(94)
Marketing Channels and Supply Chain Management
378(44)
Retailing
422(47)
PART 5 Promotion Decisions 469(102)
Interated Marketing Communications
472(28)
Advertising and Public Relations
500(34)
Sales Promotion and Personal Selling
534(37)
PART 6 Pricing Decisions 571(65)
Pricing concepts
574(30)
Setting the Right Price
604(32)
PART 7 Technology Driven Marketing 636(47)
Internet Marketing
637(3)
One-To-One Marketing
640(43)
Appendix: Careers in Marketing 683(2)
Glossary 685(14)
Endnotes 699(20)
Company and Organizational Inex 719(10)
Subject Index 729(16)
Internet Index 745

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