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
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Summary
Table of Contents
PART 1 The World of Marketing | 1 | (136) | |||
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4 | (24) | |||
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28 | (32) | |||
|
60 | (34) | |||
|
94 | (43) | |||
PART 2 Analyzing Marketing Opportunities | 137 | (154) | |||
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140 | (44) | |||
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184 | (28) | |||
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212 | (32) | |||
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244 | (47) | |||
PART 3 Product Decisions | 291 | (84) | |||
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294 | (24) | |||
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318 | (24) | |||
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342 | (33) | |||
PART 4 Distribution Decisions | 375 | (94) | |||
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378 | (44) | |||
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422 | (47) | |||
PART 5 Promotion Decisions | 469 | (102) | |||
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472 | (28) | |||
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500 | (34) | |||
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534 | (37) | |||
PART 6 Pricing Decisions | 571 | (65) | |||
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574 | (30) | |||
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604 | (32) | |||
PART 7 Technology Driven Marketing | 636 | (47) | |||
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637 | (3) | |||
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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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