This text focuses on the middle-management marketing decisions students are most likely to encounter in their careers. It emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In this edition, the sections on market segmentation, differential positioning, product-line marketing strategies and factors in new product success and failure have been rewritten and more emphasis placed on branding, corporate culture, quality and ethics. A separate test bank has been added, which includes multiple-choice questions, as well as essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the text.
"synopsis" may belong to another edition of this title.
+ 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.
"About this title" may belong to another edition of this title.
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