Marketing : contemporary concepts and practices

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Title:

Author:

Schoell, William F.

ISBN:

9780205156023

Personal Author:

Schoell, William F.

Edition:

6th ed., Annotated instructor's ed.

Publication Information:

Englewood Cliffs, N.J. : Prentice Hall, c1995.

Physical Description:

IS-15, xxvii, 762 p. : ill. (some col.) ; 29 cm.

Contents:

Sect. I. Marketing: Its Environment and Management. Ch. 1. What Is Marketing? Ch. 2. The Global Environment of Marketing. Ch. 3. Marketing Management and the Planning Process -- Sect. II. Target Markets: Understanding and Selecting. Ch. 4. Marketing Research. Ch. 5. The Consumer Market and Buying Behavior. Ch. 6. Organizational Markets and Buying Behavior. Ch. 7. Market Segmentation. Ch. 8. Targeted Marketing -- Sect. III. The Product. Ch. 9. The Product Offering. Ch. 10. Product Development and Management. Ch. 11. Services and Nonprofit Marketing --Sect. IV. Distribution. Ch. 12. Marketing Channels. Ch. 13. Wholesaling and Logistics. Ch. 14. Retailing --Sect. V. Promotion. Ch. 15. The Promotion Effort. Ch. 16. Advertising. Ch. 17. Direct Marketing, Sales Promotion, and Public Relations. Ch. 18. Personal Selling -- Sect. VI. Price. Ch. 19. Pricing Procedures. Ch. 20. Price Administration -- Sect. VII. Marketing: Implementing, Controlling, and Extending.

Ch. 21. Marketing Implementation and Control. Ch. 22. International Marketing.

Subject Term:

Marketing.

Marketing -- Management.

Added Author:

Guiltinan, Joseph P.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015680008	658.8 S364M 1995	1	Searching... Unknown
Searching... 1:IIEMSA	1:GEN-BOOK	33168015680040	658.8 S364M 1995	2	Searching... Unknown

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Summary

This study places emphasis upon visual learning. Key concept graphics, current advertisements that capture student interest and student-oriented in-text examples aim to aid visualizing and understanding. Concepts such as creating an advertisement that works, branding a product, and the new product development process are included in the book along with a greater emphasis on relationship marketing. The work now includes two chapters on international marketing, with global issues integrated throughout the text with examples.