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ISBN-10: 0314062149

ISBN-13: 9780314062147

Edition: 5th 1996

Authors: William G. Zikmund, Michael D'Amico

List price: $67.50
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Introduces students to marketing through a managerial/strategic focus while addressing current AACSB guidelines regarding issues such as multiculturalism, ethics, quality, the environment and internationalism. Organization presents global marketing, basic marketing strategy and ethical/societal issues early, focusing on how these factors impact a firm's attempts to gain a competitive advantage. These topics are then integrated throughout the text. New chapters have been added on the micro and macroenvironment and on sales promotion and public relations. The text covers all hot marketing topics such as the internet, database marketing, mass customization, and more. Focus on Relationship…    
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Book details

List price: $67.50
Edition: 5th
Copyright year: 1996
Publisher: West Publishing Company, College & School Division
Binding: Paperback
Pages: 800
Size: 8.75" wide x 11.50" long x 1.25" tall
Weight: 4.136
Language: English

William G. Zikmund, Ph.D., was a professor of marketing at Oklahoma State University until his death in 2002. He received his bachelor of science degree in marketing from the University of Colorado, a master of science degree from Southern Illinois University, and a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Professor Zikmund worked in marketing research for Conway/Millikin Company and Remington Arms Company before beginning his academic career, and he had extensive consulting experience with business and not-for-profit organizations. Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals,…    

Introductionp. 2
The Nature of Marketingp. 4
Marketing Management: Strategy and Ethical Behaviorp. 32
The External Environmentp. 68
Analysis of Market and Consumer Behaviorp. 102
Information Managementp. 104
Consumer Behavior: Understanding Decision-Making Processesp. 142
Consumer Behavior: Social Influencesp. 178
Business Markets and Organizational Buyingp. 208
Market Strategy for Global Competitionp. 234
Market Segmentation and Positioning Strategiesp. 236
Global Competition and International Marketing Strategyp. 276
Product Strategyp. 308
The Elements of Productsp. 310
The Product Life Cycle and Basic Product Strategiesp. 348
Marketing New Productsp. 382
The Marketing of Quality Servicesp. 418
Distribution Strategyp. 444
The Nature of Distributionp. 446
Retailing and Wholesalingp. 486
Physical Distribution Managementp. 528
Promotion Strategyp. 560
Marketing Communications and Promotion Strategyp. 562
Advertising and Public Relationsp. 596
Personal Selling, Sales Management, and Sales Promotionp. 642
Pricing Strategyp. 684
Introduction to Pricing Conceptsp. 686
Pricing Strategies and Tacticsp. 714
Effective Marketing Managementp. 750
Implementing and Controlling the Marketing Programp. 752
Table of Contents provided by Blackwell. All Rights Reserved.