Synopses & Reviews
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.
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.
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