Marketing : best practices

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Title:

Author:

Czinkota, Michael R.

ISBN:

9780030211096

Publication Information:

Physical Description:

xxvii, 657 pages : illustrations ; 29 cm.

Series:

The Dryden Press series in marketing

Dryden Press series in marketing.

Contents:

Introduction to marketing -- The marketing environment and social responsibility -- International marketing -- Marketing research and information systems -- Consumer behavior -- Business-to-business marketing -- Market segmentation and target markets -- Product decisions and marketing's role in new product development -- Services marketing -- Marketing channels and distribution -- Retailing and wholesaling -- Integrated marketing communications: advertising, promotions, and other tools -- Personal selling and sales management -- Pricing strategies and determination -- Marketing on the Internet.

Subject Term:

Marketing.

Marketing -- Case studies.

Marketing. (OCoLC)fst01010167

Fallstudiensammlung.

Added Author:

Czinkota, Michael R.

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/enhancements/fy1514/00708858-t.html
Table of contents http://digitool.hbz-nrw.de:1801/webclient/DeliveryManager?application=DIGITOOL-3&owner=resourcediscovery&custom_att_2=simple_viewer&user=GUEST&pid=1152749
Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy1514/00708858-b.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy1514/00708858-d.html

Copies:

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VCSD	1:GEN-BOOK	000052172	658.8 MAR	1	Searching... Unknown
Searching... 1:VGBDX	1:GEN-BOOK	000116162	658.8 MAR	1	Searching... Unknown

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Summary

The Dryden Press has brought together sixteen of the best and brightest authors in marketing to create the most cutting-edge text to hit the principles market in years. The premise behind Marketing: Best Practices was to combine the expertise of leading marketers into a principles text that offers the best of the best in every chapter. Each chapter is penned by an authority from that particular field of marketing, many of whom are widely renowned inside the classroom and the boardroom for their marketing acumen. This revolutionary new text combines the best practices from every area of marketing - from advertising to services, consumer behavior to retailing, international to technology.