Marketing Principles and Best Practices, Advantage Edition combines the expertise of the best teachers and most accomplished scholars in marketing in a low-priced paperback text. These authors have collaborated in writing a leading-edge, contemporary principles of marketing textbook. Each chapter explains and illustrates the best practices from every facet of marketing. Without losing the distinct flavor of each contributing author, every chapter is consistent in format and pedagogy and edited by Dr. Doug Hoffman to ensure a consistent, streamlined presentation.
PART ONE: THE MARKETING ENVIRONMENT.
Ch 1. Introduction to Marketing. K. Douglas Hoffman
Ch 2. Strategic and Marketing Planning. K. Douglas Hoffman
Ch 3. Marketing Ethics and Social Responsibility. Peter R. Dickson
Ch 4. International Marketing. Michael R. Czinkota, Ilkka A. Ronkainen
PART TWO: UNDERSTANDING THE MARKET. 5. Marketing Research and Information Systems. Peter R. Dickson,
Ch 6. Consumer Behavior. Jagdish N. Sheth, Balaji C. Kirshnan
Ch 7. Business-to-Business Marketing.Michael D. Hutt, Thomas W. Speh,
Ch 8. Marketing Segmentation and Target Markets. Penny Simpson
PART THREE: PRODUCT STRATEGY.
Ch 9. Marketing’s Role in New Product Development and Product Decisions. Abbie Griffin
Ch 10. Services Marketing. K. Douglas Hoffman,
PART FOUR: DISTRIBUTION STRATEGY.
Ch 11. Marketing Channels and Distribution. Bert Rosenbloom
Ch 12. Retailing and Wholesaling. Patrick Dunne, Robert F. Lusch,
PART FIVE: INTEGRATED MARKETING COMMUNICATIONS AND PRICING STRATEGY.
Ch 13. Integrated Marketing Communications: Advertising, Promotions, and Other MarCom Tools. Terence A. Shimp
Ch 14. Personal Selling and Sales Management. Judy A. Siguaw
Ch 15. Pricing Strategies and Determination. Joel E. Urbany,.