ISBN 10: 0070744084 ISBN 13: 9780070744080

Publisher: McGraw-Hill Publishing Co., 1988

This text focuses on the middle management marketing decision students are likely to encounter in their careers. It emphasizes the fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. Area discussed include: market segmentation; quality; customer service; brand equity; sales promotion; direct marketing; and database marketing.

From the Publisher:

+ This book offers the core topics for the capstone marketing course in a brief (496 pages), user-friendly format. Chapters include a good selection of detailed examples of actual marketing practice.

+ Minicases (1-2 pages) based on recent developments in high-profile companies (e.g., Rubbermaid and Ford Taurus) end each chapter.

+ Challenging end-of-chapter questions and situations draw upon students' analytical and critical thinking skills.

+ Strong organizational framework built around the marketing planning process works well in courses using case analysis and/or simulations.

+ Throughout the sixth edition, there is increased coverage of quality, customer service, and international issues; updated examples; and significantly more
material on database marketing, market segmentation, positioning, target markets, services and industrial marketing practices, and data collection, analysis, and evaluation.

+ New topics include category management, strategic alliances, relationship marketing, logistics, changes in distribution, organizational downsizing, and flexibility.

+ The majority of minicases, which conclude each chapter, are new and involve current, high-interest subjects.

+ A talented new coauthor, Thomas Madden of the University of South Carolina, Columbia has been added to the team.