Business Communication - McGraw-Hill Books

Marketingbefore a product is launched and also through its lifecycle, students musthave a firm understanding of its importance, uses and limitations.• Integrated Marketing Communications (Chapter 17): This chapterprovides an overview of integrated marketing communication, includingthe various types of promotion, how promotion works, and managementissues in developing a promotion program. Students need torecognize the value of IMC and how it contributes to the firm’s totalmarketing program.• Interactive Web page: http://www.mhhe.com/etzel07 This webpage includes resources for students and professors. Students can accesson-line quizzes, career profiles, and Internet exercises. Professorscan download supplements, access current events and Business Weekarticles through PowerWeb, and create their very own course webpage using PageOut.CONTENTSPart I: Nature and Scope of Marketing 1. The Field of Marketing 2. TheDynamic Marketing Environment 3. Global Markets and Marketing PartII: Identifying and Selecting Markets 4. Consumer Markets and BuyingBehavior 5. Business Markets and Buying Behavior 6. Market Segmentation,Targeting and Positioning 7. Marketing Research and MarketInformation Part III: Product 8. Product Planning and Development9. Product-Mix Strategies 10. Brands, Packaging, and Other ProductFeatures 11. Services Marketing Part IV: Price 12. Price Determination13. Pricing Strategies Part V: Distribution 14. Channels of Distribution15. Retailing 16. Wholesaling and Physical Distribution Part VI:Promotion 17. Integrated Marketing Communications 18. PersonalSelling and Sales Management 19. Advertising, Sales Promotion, andPublic Relations Part VII: Managing the Marketing Effort 20. StrategicMarketing Planning 21. Marketing Implementation and Evaluation 22.Marketing and the Information EconomyNEWPRINCIPLES AND PRACTICE OF MARKETING5th EditionBy David Jobber, University of Bradford2007 (January 2007) / 976 pagesISBN-13: 978-0-07-711415-2 / MHID: 0-07-711415-9McGraw-Hill UK TitlePrinciples and Practice of marketing, 5th edition is the essentialtext for all marketing students. With its established authority andreputation, the new edition is the discerning choice for introductorymarketing modules at undergraduate, MA or MBA level.FEATURES• Expanded coverage on branding, ethics, and relationship marketing,updating these from the previous edition• New content on Corporate Social Responsibility• An updated chapter on internet marketing, to include mobile, wirelessand e-mail marketing• Expanded and updated case studies• Colour images and adverts throughout the book to demonstratemarketing principles in practice, together with an accompanying CDfeaturing on-line adverts• Strong pedagogical features; including key terms, e-marketing andmarketing in action boxes, study questions, internet exercises, ethicaldilemmas and review sectionsCONTENTSPart 1: Fundamentals of Modern Marketing Thought Chapter 1: Marketingin the Modern Firm Chapter 2: Marketing Planning: An Overviewof Marketing Chapter 3: Understanding Consumer Behaviour Chapter4: Understanding Organisational Buyer Behaviour Chapter 5: TheMarketing Environment and Corporate Social Responsibility Chapter 6:Marketing Research and Information Systems Chapter 7: Marketing Segmentationand Positioning Part 2: Marketing Mix Decisions Chapter 8:Managing Products: Brand and Corporate Identity Management Chapter9: Managing Products: Product Life-Cycle, Portfolio Planning and ProductGrowth Strategies Chapter 10: Developing New Products Chapter11: Pricing Strategy Chapter 12: Advertising Chapter 13: Personal Sellingand Sales Management Chapter 14: Direct Marketing Chapter 15: E-Marketing and New Media Chapter 16: Other Promotional Mix MethodsChapter 17: Distribution Part 3: Competition and Marketing Chapter 18:Analysing Competitors and Creating a Competitive Advantage Chapter19: Competitive Marketing Strategy Part 4: Markting Implementationand Application Chapter 20: Managing Marketing Implementation,Organisation and Control Chapter 21: Marketing Services Chapter 22:International MarketingInternational EditionNEWMARKETINGThe Core, 2nd EditionBy Roger A. Kerin, Southern Methodist University, Eric N. Berkowitz,University of Massachusetts—Amherst, Steven W. Hartley, Universityof Denver and William Rudelius, University of St. Thomas2007 (March 2006) / 400 pagesISBN-13: 978-0-07-321574-7 / MHID: 0-07-321574-0(with OLC and Premium Content Card)ISBN-13: 978-0-07-341497-3 / MHID: 0-07-341497-2(with SmartSims CD)ISBN-13: 978-0-07-110772-3 / MHID: 0-07-110772-X[IE with OLC and Premium Content Card]Website: http://www.mhhe.com/kerinMARKETING: THE CORE, 2/e by Kerin, Berkowitz, Hartley, andRudelius continues the tradition of cutting-edge content andstudent-friendliness set by Marketing 8/e, but in a shorter, moreaccessible package. The Core distills Marketing’s 22 chaptersdown to 18, leaving instructors just the content they need tocover the essentials of marketing in a single semester. Instructorsusing The Core also benefit from a full-sized supplementspackage that surpasses anything offered by the competition,while students will appreciate the easy-to-read paperback formatthat’s equally kind to both the eyes and the pocketbook. TheCore is more than just a “baby Kerin”; it combines great writing,currency, and supplements into the ideal package for budgetconsciousstudents and time-conscious professors.NEW TO THIS EDITION• Assessment Ready. The 2nd edition makes it even easier to quantifythe achievements of your students. There is a clearer connection nowbetween the Concept Checks and the Learning Objectives and, as in theprevious edition, the test bank questions are tied directly to the bookvia page numbers and Learning Objectives.• Reallocation of Material. Without sacrificing content and keeping theoverall text length the same, chapters have been shortened as necessaryto accommodate new Learning Objectives, Chapters in Review,and Build Your Own Marketing Plan activities. The point of doing sogoes along with the authors’ quest to promote a less lecture-based anda more active learning approach.• More Colorful Design. The design of Marketing 2/e is even morevibrant, with the addition of more photos and artwork. Not only willthey make the text more exciting visually, but they will make it easierto understand the concepts and the implications of those concepts.160HED 2007 Marketing.indd 16010/5/2006 1:42:47 PM