Title:
Contemporary marketing 2005
Personal Author:
Publication Information:
Mason, OH : South-Western College Pub., 2005
Physical Description:
1v + 4 CD-ROM
ISBN:
9780324221923
General Note:
Accompanied by compact disc : CP 7937
Subject Term:
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010095312 | HF5415 B665 2005 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
Using case studies to illustrate the principles of the field, this textbook discusses the design of customer-oriented strategies, the role of technology and information, market segmentation and customer behavior, product strategy, pricing strategy, distribution strategy, and promotional strategy. Fo
Table of Contents
| Part One Designing Customer-Oriented Marketing Strategies |
| 1 Customer-Driven Marketing |
| 2 Strategic Planning and the Marketing Process |
| 3 The Marketing Environment, Ethics, and Social Responsibility |
| 4 Global Dimensions of Marketing |
| Part Two Managing Technology And Information To Achieve Marketing Success |
| 5 E-Commerce: Electronic Marketing and the Internet for Dot.com and Brick-and-Mortar Marketers |
| 6 Relationship Marketing and Customer Relationship Management (CRM) |
| 7 Marketing Research, Decision-Support Systems, and Sales Forecasting |
| Part Three Market Segmentation And Customer Behavior |
| 8 Market Segmentation, Targeting and Positioning |
| 9 Consumer Behavior |
| 10 Business-to-Business (B2B) Marketing |
| Part Four Product Strategy |
| 11 Product Strategies |
| 12 Category and Brand Management, Product Identification, and New-Product Planning |
| Part Five Pricing Strategy |
| 13 Price Determination |
| 14 Managing the Pricing Function |
| Part Six Distribution Strategy |
| 15 Marketing Channels, Logistics, and Supply Chain Management |
| 16 Direct Marketing and Marketing Resellers: Retailers and Wholesalers |
| Part Seven Promotional Strategy |
| 17 Integrated Marketing Communications |
| 18 Advertising, Sales Promotion, and Public Relations |
| 19 Personal Selling and Sales-Force Management |
| Appendix A Developing a Marketing Plan |
| Appendix B Financial and New-Product Analysis |
