Essentials of Marketing is a shortened version of our Basic Marketing, the most widely used text in the field. Our basic objectives in preparing a shorter text have always been
- to make it easy, intersting, and fast for students to grasp the
essential concepts of marketing;
- to provide a flexible text and choices from comprehensive
support materials so that instructors can accomplish their
objectives for their students even though the time available for
the curse is limited.
Accessibility is a key goal. In the whole text- and all of the supplements, ranging from the exciting new multimedia laser disk to the Hypertext reference disk--we spent much time and effort carefully defining terms and finding the right words, illustrations, and examples to speed understaning and motivate learning.
1. Mareting's Role in the Global Economy
2. Marketing;s Role within the firm or Nonporfit Organization
3. Finding Target Market Opprotunities with Market
Segmentatition
4. Evaluation Opportunities in the Changing
5. Getting Information for Marketing Decisions
6. Final Consumers and Their Buying Behavior
7. Business and Organizational Customesrs and Their Buying
Behavior
8. Elements of Product Planning for Goods and Services
9. Product Management and New-Product Development
10. Place : Channe Systems and Distribution Customer Service
,etc.