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Marketing Best Practices

Marketing Best Practices


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About the Book

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 principle 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 boardroom for their marketing acumen. This revolutionary new text combines the best practices from every area of marketing - from advertising to services, consumer behaviour to retailing, international to technology. Serving as the consulting editor, Hoffman has ensured that the valued expertise of the 16 authors is presented in a consistent and uniform manner. Features: * A real-world emphasis is incorporated into every element of the text, from examples and applications to exercises and cases. * The text and package alike emphasize careers, giving students insight into the marketing opportunities available on the other side of graduation. Each chapter features a Careers box, spotlighting a career related to the chapter. * A technology focus is integrated throughout the text and package as well. A unique Chapter 15 is devoted to Internet Marketing. Internet & Technology boxes are featured in each chapter, integrating chapter concepts with current Internet/technology news. * As a group, the authors of Marketing: Best Practices account for more than 362 years of teaching experience at 62 universities, earning 39 teaching awards. They have published 112 books and more than 942 articles. This text is a leader in every chapter.

Table of Contents:
1: Introduction to Marketing, by Peter Dickson. 2: The Marketing Environment & Social Responsibility, by Peter Dickson. 3: International Marketing, by Michael Czinkota and Ilkka Ronkainen. 4: Marketing Research & Information Systems, by Peter Dickson. 5: Consumer Behaviour, by Jagdish Sheth. 6: Business-to-Business Marketing, by Michael Hutt and Thomas Speh. 7: Market Segmentation & Target Markets, by Penny Simpson. 8: Product Decisions & Marketing's Role in New Product Development, by Abbie Griffin. 9: Services Marketing, by Douglas Hoffman. 10: Marketing Channels & Distribution, by Bert Rosenbloom. 11: Retailing & Wholesaling, by Patrick Dunne and Robert Lusch. 12: Integrated Marketing Communications, by Terence Shimp. 13: Selling & Sales Management, by Judy Siguaw. 14: Pricing Strategies & Determination, by Joel Urbany. 15: Marketing on the Internet, by John Lindgren. Appendix: Planning for Marketing Decisions & Developing a Marketing Plan.

Review :
"For anyone seeking a more consistent format and pedagogy Marketing: Best Practices is a must. This ground-breaking text combines the best in production quality with renowned contributors providing inspirational chapters on their particular specialisms. Who could argue with Terrance Shimp on marketing communications, Jagdish Sheth on consumer behaviour and John Lindgren on marketing and the Internet? Above all, while maintaining the energy and style of its 16 authors, the text genuinely has a single voice through consistent chapter design and writing level. Key features include topical examples, case studies. Internet links and exercises, a wide range of questions plus learning objectives signalled throughout each chapter. ...Publishers seeking innovative and exciting texts would do well to use Marketing: Best Practices as a model." -Sally Dibb, University of Warwick Times Higher Education Textbook Review


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Product Details
  • ISBN-13: 9780030211096
  • Publisher: Cengage Learning, Inc
  • Publisher Imprint: South-Western
  • Height: 283 mm
  • Returnable: N
  • Width: 223 mm
  • ISBN-10: 0030211093
  • Publisher Date: 03 Aug 1999
  • Binding: Hardback
  • Language: English
  • Weight: 1640 gr


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