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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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
Strategic Planning for Competitive Advantage
The Marketing Environment and Marketing Ethics
Developing A Global Vision
PART 2 Analyzing Marketing Opportunities 137(154)
Consumer Decision Making
Business Marketing
Segmenting and Targeting Markets
Decision Support Systems and Marketing Research
PART 3 Product Decisions 291(84)
Product Concepts
Developing and Managing Products
Services and Nonprofit Organization Marketing
PART 4 Distribution Decisions 375(94)
Marketing Channels and Supply Chain Management
PART 5 Promotion Decisions 469(102)
Interated Marketing Communications
Advertising and Public Relations
Sales Promotion and Personal Selling
PART 6 Pricing Decisions 571(65)
Pricing concepts
Setting the Right Price
PART 7 Technology Driven Marketing 636(47)
Internet Marketing
One-To-One Marketing
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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