Principles of Marketing

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With a fresh, streamlined design, Principles of Marketing "Takes You There"--helping students and instructors achieve complete marketing success--by delivering the best the market has to offer: cutting-edge coverage, powerful teaching and learning tools, captivating examples, and innovative applications that ensure students not only understand marketing concepts, but also know how to effectively apply them to real-world practice. Key Feature The cases illustrate exciting marketing success stories while enabling students to apply what they've learned to real marketing scenarios This book is packed with examples of marketing issues facing a multitude of well-known companies Table of Contents PART I: The World of Marketing 1. An Overview of Marketing 2. Strategic Planning for Competitive Advantage 3.Social Responsibility, Ethics, and the Marketing Environment 4.Developing a Global Vision PART II: Analyzing Marketing Opportunity 5. Consumer Decision Making 6.Business Marketing 7. Segmenting and Targeting Markets 8. Decision Support Systems and Marketing Research PART III: Product Decisions 9. Product Concepts 10.Developing and Managing Products 11. Services and Nonprofit Organization Marketing PART IV: Distribution Decisions 12. Marketing Channels and Supply Chain Management 13. Retailing PART V: Promotion Decisions 14.Integrated Marketing Communications 15. Advertising and Public Relations 16. Sales Promotion and Personal Selling PART VI: Pricing Decisions 17. Pricing Concepts 18. Setting the Right Price PART VII: Technology-Driven Marketing 19. Consumer Relationship Management (CRM) Index