Marketing 2nd Ed.

Description: This text introduces students to the world of marketing through the eyes of business people in large and small companies, government agencies and non-profit organizations. The style is friendly and inviting without compromising academic strengths. The text presents hundreds of examples that hold the students' interest while helping them understand the principles of contemporary marketing. Each chapter is framed by "Facing A Marketing Challenge" and "A Case For Critical Thinking: Meeting A Marketing Challenge" - thought-provoking scenarios from real companies that let students examine and emulate decisions faced by marketing executives.


Contents: Part 1 Understanding marketing today: foundations of marketing; environmental forces and marketing ethics; strategic planning; component chapter A - a sample marketing plan. Part 2 Market analysis and target marketing: the consumer market; the organizational market; marketing research and analysis; segmentation, targeting and positioning. Part 3 Product strategy: product concepts; product management; services and non-profit marketing. Part 4 Pricing strategy: pricing planning and strategy; pricing, setting and managing. Part 5 Distribution strategy: marketing channels; wholesaling and industrial distribution; retailing; physical distribution. Part 6 Promotion strategy: promotional strategies and processes; advertising, sale promotion and PR; sales and sales management. Part 7 Marketing in today's global economy: intercultural and international marketing; quality and customer satisfaction; marketing management; component chapter B - financial analysis in marketing; component chapter C - career planning and development in marketing.