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Interviews | April 8, 2014

Shawn Donley: IMG Gabrielle Zevin: The Powells.com Interview



Gabrielle ZevinThe American Booksellers Association collects nominations from bookstores all over the country for favorite forthcoming titles. The Storied Life of... Continue »
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Marketing

by

Marketing Cover

 

Synopses & Reviews

Publisher Comments:

Professor Richard Sandhusen's brand-new and important fourth edition of Marketing explains how four digital-age systems have merged into one to change marketing and management practice as much in the past five years as in the previous half century. These systems--decision support, relationship marketing, integrated marketing communication, and balanced scorecard--receive detailed analysis in this extensively updated book, which also gives more comprehensive coverage to all aspects of the global marketplace than other currently-available textbooks on the subject. Here is vital information for students soon entering business in today's ever more globally competitive world. Marketing presents a realistic hypothetical company as it faces business challenges and opportunities on a day-by-day basis. Although solidly grounded in marketing theory, the book explains marketing strategies within this realistic setting, showing many of the business tactics and decisions students are likely to confront in their own careers. The fictitious company's domestic and international marketing strategies are explained and analyzed, and real-world examples of successful marketing campaigns by different kinds of companies are also included. Each chapter ends with an overview of essential concepts and match-up exercises that review the text's material. Here is a popular and accessible new addition to Barron's respected Business Review Series.

Synopsis:

This updated edition covers the modern marketing curriculum as it is offered today in leading business schools. Sandhusen creates a hypothetical company and then presents and analyzes both domestic and international marketing strategies that such a firm would typically employ in today's business climate.

Synopsis:

(back cover)

Barron's Business Review Books make excellent supplements to college textbooks--and also serve as fine main texts in adult education courses or business brush-up programs. You'll find key business terms defined, important concepts reviewed, and pertinent examples of business transactions summarized. This up-to-date fourth edition of Marketing comprehensively covers the marketing curriculum as it is presented in leading business schools today. New in this edition is emphasis on the importance of technological and philosophical marketing strategy innovations that have evolved in recent years. In this regard, the author gives special attention to four interrelated systems: Decision Support Systems; Relational Marketing Systems; Integrated Marketing Communications Systems; and Balanced Scorecard Systems.

Table of Contents

Preface

  • 1 THE MARKETING PROCESS: BASIC CONCEPTS

  • 2 THE INTERNATIONAL MARKET: FORCES AND

    OPPORTUNITIES

  • 3 MARKETING MANAGEMENT AND STRATEGIC MARKETING

    PLANNING

  • 4 THE MARKETING ENVIRONMENT

  • 5 THE INTERNATIONAL MARKETING ENVIRONMENT

  • 6 DECISION SUPPORT AND STRATEGIC PLANNING/

    MANAGMENT SYSTEMS

  • 7 MARKETING SYSTEMS

  • 8 MARKETING RESEARCH 1: PROBLEMS AND PROCESSES

  • 9 MARKETING RESEARCH: TOOLS AND TECHNIQUES

  • 10 CONSUMER BEHAVIOR

  • 11 ORGANIZATIONAL MARKETS AND BUYING BEHAVIOR

  • 12 MARKET SEGMENTATION, TARGETING, AND

    POSITIONING STRATEGIES

  • 13 MEASURING MARKET AND SALES POTENTIAL

  • 14 RELATIONSHIP MARKETING AND INTEGRATED MARKETING

    COMMUNICATIONS

  • 15 PRODUCT PLANNING I: PRODUCT/MARKET GROWTH

    STRATEGIES

  • 16 PRODUCT PLANNING II: PRODUCT DESIGN AND

    DEVELOPMENT STRATEGIES

  • 17 ESTABLISHING PRICING OBJECTIVES AND POLICIES

  • 18 FORMULATING PRICING STRATEGIES AND TACTICS

  • 19 PROMOTION PLANNING I: INDIRECT PROMOTION

  • 20 PROMOTION PLANNING II: SALES AND SALES

    MANAGEMENT

  • 21 MARKETING ON THE INTERNET

  • 22 DISTRIBUTION PLANNING I: CHANNEL STRATEGY

  • 23 DISTRIBUTION PLANNING II: LOGISTICS SYSTEMS

    GLOSSARY

    INDEX

  • Product Details

    ISBN:
    9780764139321
    Author:
    Sandhusen, Richard L.
    Publisher:
    Barron's Educational Series
    Subject:
    Marketing - General
    Subject:
    Business;Marketing
    Subject:
    Marketing
    Subject:
    Business
    Edition Description:
    Trade paper
    Series:
    Barron's Business Review
    Publication Date:
    20080631
    Binding:
    TRADE PAPER
    Grade Level:
    General/trade
    Language:
    English
    Illustrations:
    Y
    Pages:
    624
    Dimensions:
    9 x 6 in

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    Related Subjects

    Business » Marketing
    Education » Writing

    Marketing New Trade Paper
    0 stars - 0 reviews
    $18.99 In Stock
    Product details 624 pages Barron's Educational Series - English 9780764139321 Reviews:
    "Synopsis" by , This updated edition covers the modern marketing curriculum as it is offered today in leading business schools. Sandhusen creates a hypothetical company and then presents and analyzes both domestic and international marketing strategies that such a firm would typically employ in today's business climate.
    "Synopsis" by , (back cover)

    Barron's Business Review Books make excellent supplements to college textbooks--and also serve as fine main texts in adult education courses or business brush-up programs. You'll find key business terms defined, important concepts reviewed, and pertinent examples of business transactions summarized. This up-to-date fourth edition of Marketing comprehensively covers the marketing curriculum as it is presented in leading business schools today. New in this edition is emphasis on the importance of technological and philosophical marketing strategy innovations that have evolved in recent years. In this regard, the author gives special attention to four interrelated systems: Decision Support Systems; Relational Marketing Systems; Integrated Marketing Communications Systems; and Balanced Scorecard Systems.

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