Essentials of Marketing with Student CD-ROM and InfoTrac College Edition,9780324113907

Essentials of Marketing with Student CD-ROM and InfoTrac College Edition

by ; ;
Edition: 3rd
ISBN13: 9780324113907
ISBN10: 0324113900
Format: Paperback
Pub. Date: 2002-01-08
Publisher(s): South-Western College Pub
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Table of Contents

PART 1 The World of Marketing 1(104)
An Overview of Marketing
4(24)
The Marketing Environment and Marketing Ethics
28(34)
Developing a Global Vision
62(43)
PART 2 Analyzing Marketing Opportunities 105(154)
Consumer Decision Making
108(44)
Business Marketing
152(28)
Segmenting and Targeting Markets
180(32)
Decision Support Systems and Marketing Research
212(47)
PART 3 Product and Distribution Decisions 259(146)
Product and Services Concepts
262(26)
Developing and Managing Products
288(24)
Marketing Channels and Supply Chain Management
312(44)
Retailing
356(49)
PART 4 Promotion and Pricing Decisions 405(138)
Integrated Marketing Communications
408(28)
Advertising and Public Relations
436(34)
Sales Promotion and Personal Selling
470(31)
Internet Marketing
501(3)
Pricing Concepts
504(39)
Appendix: Careers in Marketing 543(2)
Glossary 545(12)
Endnotes 557(16)
Company and Organizational Index 573(10)
Subject Index 583(12)
Internet Index 595

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