Marketing Best Practices

ISBN-10: 0030349990
ISBN-13: 9780030349997
Edition: 2nd 2003
List price: $234.95
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Description: A volume which combines the expertise of leading marketers into a principle text, each chapter is penned by authorities from that particular field of marketing, many of whom are renowned in the classroom and boardroom for their marketing acumen.

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Book details

List price: $234.95
Edition: 2nd
Copyright year: 2003
Publisher: Cengage South-Western
Publication date: 7/9/2002
Binding: Hardcover
Pages: 650
Size: 8.75" wide x 11.00" long x 1.25" tall
Weight: 3.586
Language: English

A volume which combines the expertise of leading marketers into a principle text, each chapter is penned by authorities from that particular field of marketing, many of whom are renowned in the classroom and boardroom for their marketing acumen.

K. Douglas Hoffman earned his master's and doctorate degrees from the University of Kentucky and his bachelor's degree from The Ohio State University. He has been formally recognized for teaching excellence and has served as past education coordinator for the Services Marketing Special Interest Group of the American Marketing Association. Dr. Hoffman currently is a professor of marketing and has taught such courses as Principles of Marketing, Services Marketing, E-Marketing, Retail Management, and Marketing Management. His primary teaching and research passion is services marketing. He launched the first services marketing classes at Mississippi State University, the University of North Carolina at Wilmington, and Colorado State University. Prior to his academic career, Dr. Hoffman was actively involved in his family-owned golf course business, served as a distribution analyst for Volkswagen of America, and worked as a research analyst for the Parker Hannifin Corp. His current research and consulting activities are primarily in the areas of customer service/satisfaction and services marketing education. Dr. Hoffman has coauthored two other South-Western/Thomson Learning texts: Essentials of Services Marketing and Managing Services Marketing, both with John E. G. Bateson.

Introduction--The Marketing Environmentp. 1
Introduction to Strategic Marketingp. 2
Marketing and Social Responsibilityp. 30
International Marketingp. 60
Understanding the Marketp. 97
Marketing Research and Information Systemsp. 98
Consumer Behaviorp. 136
Business-to-Business Marketingp. 162
Market Segmentation and Target Marketsp. 196
Productp. 235
Marketing's Role in New Product Development and Product Decisionsp. 236
Services Marketingp. 278
Distributionp. 323
Marketing Channels and Distributionp. 324
Retailing and Wholesalingp. 370
Integrated Marketing Communicationsp. 409
Integrated Marketing Communications: Advertising, Promotions, and Other MarCom Toolsp. 410
Personal Selling and Sales Managementp. 456
Pricingp. 493
Pricing Strategies and Determinationp. 494
The Future of Marketingp. 535
E-Marketingp. 536
Planning for Marketing Decisionsp. 567
Video Casesp. 583
Glossaryp. 608
Creditsp. 618
Name Indexp. 000
Company Indexp. 000
Subject Indexp. 000
Table of Contents provided by Syndetics. All Rights Reserved.

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