Business Communication - McGraw-Hill Books

Marketing• Integration of Electronic Marketing: Discussion and examples of electronicmarketing are integrated throughout the text, addressing primarye-Commerce business models, key marketing issues in e-Commerce,and legal and ethical issues in the electronic arena. This integration ofelectronic marketing signifies to students the importance of e-Commercein the fabric of business and shows them the challenges and utilizationof technology’s role in marketing.• Thinking Critically: Students apply their knowledge and think criticallyabout they just learned. These boxes strengthen understanding oftext material and encourage active learning.• Strong Global Coverage: End-of-chapter cases highlights a globalcompany. Global issues are integrated throughout the text, illustratingto students that marketers need to view the world marketplace.• End of Chapter Internet Exercises: Each chapter closes with Internetexercises that encourage Internet exploration; the student analyzesexamples of both successful and weak Internet Marketing strategies.• You Make the Marketing Decision Exercises: This feature gives studentsthe opportunity to be active learners in real business situationsand apply their knowledge strengthen decision-makers, and preparesstudents to be marketers.• End-of-Chapter cases: The 40 end-of-chapter cases focus on wellknowncompanies and current marketing situations. After reading thecases, students must make decisions regarding the current activities ofeach company, using the marketing principles and perspectives theyare learning. Students are given an accurate picture of the marketingworld as they deal with a mix of both consumer and business-to-businesscases, cases involving both multinational firms and small businesses,and cases reflecting both service and retail situations.CONTENTSPart One: Marketing in a Dynamic Environment 1. An Overview ofContemporary Marketing 2. The Global Marketing Environment 3. Marketing’sStrategic Role in the Organization Part Two: Buying Behavior 4.Consumer Buying Behavior and Decision Making 5. Business to BusinessMarkets and Buying Behavior Part Three: Marketing Research and MarketSegmentation 6. Marketing Research and Decision Support Systems7. Market Segmentation and Targeting Part Four: Product and ServiceConcepts and Strategies 8. Product and Service Concepts 9. DevelopingNew Products and Services 10. Product and Service Strategies PartFive: Pricing Concepts and Strategies 11. Pricing Concepts 12. PriceDetermination and Pricing Strategies Part Six: Marketing Channels andLogistics 13. Marketing Channels 14. Retailing 15. Wholesaling and LogisticsManagement Part Seven: Integrated Marketing Communications16. An Overview of Marketing Communications 17. Advertising andPublic Relations 18. Consumer and Trade Sales Promotion 19. PersonalSelling and Sales Management 20. Direct Marketing Communications /Appendix A: Developing a Marketing Plan / Appendix B: Applicationsof Mathematical and Financial Tools to Marketing DecisionsINVITATION TO PUBLISHMcGraw-Hill is interestedin reviewing manuscriptfor publication. Pleasecontact your localMcGraw-Hill office or email toasiapub@mcgraw-hill.comVisit McGraw-Hill Education (Asia)Website: www.mcgraw-hill.com.sgInternational EditionNEWMARKETING14th EditionBy Michael J. Etzel, University of Notre Dame, Bruce J. Walker,University of Missouri Columbia and William J. Stanton, Universityof Colorado Boulder2007 (December 2005) / 736 pagesISBN-13: 978-0-07-301634-4 / MHID: 0-07-301634-9ISBN-13: 978-0-07-325289-6 / MHID: 0-07-325289-1(with OLC and Premium Content Card)ISBN-13: 978-0-07-110835-5 / MHID: 0-07-110835-1[IE with OLC Premium Card]Website: http://www.mhhe.com/etzel14eMarketing, 14/e, by Etzel, Walker and Stanton continues to bea popular, low-cost, paperback option in the Principles market.This text is completely updated, and continues to incorporatetechnology, and feature in-text and boxed examples that highlightglobal issues, technology, ethics, applied decision making,chapter opening cases, and part-ending cases. Other marketingthemes integrated throughout the text include critical and currentthemes such as global marketing, customer relationshipmanagement, small business and entrepreneurship.FEATURES• Paperback and Inexpensive: This text remains the low-cost, comprehensiveoption for the first marketing course (undergraduate or MBA).• You Make the Decision Boxes: These boxes present synopses ofactual situations faced by marketers and ask students how they wouldrespond. The boxes move the student from a passive observer of marketingto an active participant who makes decision about marketingactions.• Chapter-Related Cases: Each chapter begins with a contemporary casethat introduces some of the concepts, strategies, and tactics covered inthe chapter. The case is revisited at the end of the chapter and additionalinformation is presented. By addressing the questions presented at theend of each case, students can apply what they learned in the chapterto the challenges and issues faced in actual marketing situations.• Part-Ending Cases: Each of the seven parts of the text ends with twocases. All deal with familiar firms facing significant marketing challengesand opportunities. Each case is realistic, yet the focus is on the aspectsof marketing specific to the particular text part. Students utilize the textmaterial to address issues faced by the firms described in the cases.• Global Marketing (Chapter 3): Introduced earlier in the text, thisplacement reinforces the importance of global marketing and underscoreshow common it has become to develop a strong marketingstrategy that includes global elements. The text provides extensiveexamples and coverage throughout, reinforcing the idea that businessand marketing have some global element regardless of the size ornature of the firm.• CRM & Database Management: This text highlights “hot” marketingtopics including CRM and Database Management. Customer RelationshipManagement (CRM) focuses on developing and keeping long-termrelationships to develop profitability. Database Management focuses onknowing as much as you can about a customer to better communicateand serve their needs. Both CRM and Database Management havebecome important tools in modern marketing.• Technology in Marketing (Chapter 22): This chapter offers an in-depthlook at the Internet and the role it plays in marketing strategies. TheInternet and use of technology are integrated throughout the textbookshowing students how they play an important part in communicationand commerce.• Marketing Research (Chapter 7): This chapter identifies what marketresearch is, the need for it, the variety of forms it takes, how to conductresearch, what to do with the results, how ethics come into play andwhat the future of market research is. Because market research is needed159HED 2007 Marketing.indd 15910/5/2006 1:42:47 PM