Business Communication - McGraw-Hill Books

MarketingFEATURES• Engaging Writing. The easy-to-read writing style engages studentsthrough active learning techniques, timely and interesting examples,and challenging applications.• Personal Look at Marketing Professionals. The Core provides vividand accurate descriptions of contemporary marketing professionals--through cases, extended examples, and testimonials--that allow studentsto “personalize” marketing and identify possible career interests androle models.• Contemporary and Classic Real World Examples. The Core featuresup-to-date examples that students are likely to recognize from their ownexperiences in the marketplace, plus classic examples that students ofbusiness and marketing can easily relate to text concepts and typicalmarketing decisions.• Built-in Learning Aids. Learning objectives, concept checks, marginalkey terms, chapter summaries, internet exercises, and application questionsare used to reinforce learning and to allow students to self-assesstheir progress.• Outstanding Support Resources. Each chapter has a video segmentwhich supplements the written case and adds an exciting visual perspectiveto the company, products, and marketing decision makersdiscussed in the case.CONTENTSPart One: Initiating the Marketing Process. Chapter 1 Creating CustomerRelationships and Value through Marketing. Chapter 2 DevelopingSuccessful Marketing and Corporate Strategies. Appendix A Building anEffective Marketing Plan. Chapter 3 Scanning the Marketing Environment.Chapter 4 Ethics and Social Responsibility in Marketing. Part Two:Understanding Buyers and Markets. Chapter 5 Consumer Behavior.Chapter 6 Organizational Markets and Buyer Behavior. Chapter 7 ReachingGlobal Markets. Part Three: Targeting Marketing Opportunities.Chapter 8 Marketing Research: From Information to Action. Chapter 9Identifying Market Segments and Targets. Part Four: Satisfying MarketingOpportunities. Chapter 10 Developing New Products and Services.Chapter 11 Managing Products, Services, and Brands. Chapter 12 PricingProducts and Services. Chapter 13 Managing Marketing Channelsand Supply Chains. Chapter 14 Retailing and Wholesaling. Chapter 15Retailing and Wholesaling. Chapter 16 Integrated Marketing Communicationsand Direct Marketing. Chapter 17 Personal Selling and SalesManagement. Chapter 18 Implementing Interactive and MultichannelMarketing. Appendix B Planning a Career in MarketingNEWFOUNDATIONS OF MARKETING2nd EditionBy Jobber and Fahy2006 (February 2006) / 384 pagesISBn-13: 978-0-07-710918-9 / MHID: 0-07-710918-XMcGraw-Hill UK TitleFoundations of Marketing 2/e is a thorough, up-to-date andexciting introductory textbook that’s ideal for students studyingmarketing for the first time. The book presents a solid groundingin the fundamentals of contemporary marketing, and is full oflively and recent examples of marketing designed to educateand inspire.NEW TO THIS EDITION• Up-to-date topic coverage: This edition boasts the most full coverageof the most contemporary issues in marketing, including: branding,mobile marketing, ethics in marketing, services marketing, sponsorship,CRM and relationship marketing.• Contemporary examples: Each chapter features numerous boxedexamples of recent European marketing campaigns to help engageand interest readers.• Case studies: As well as boxed vignette examples, each chapterincludes its own extended case study to bring the chapter topics coveredtogether. Companies included in this new edition are: Persil, Zara,Nivea and Pret a Manger.• Integrated Marketing Communications: This new edition boasts 2full chapters on IMC, with brand new coverage on the hottest topics inmarketing communications.• New Services Marketing chapters Brand new to this edition is a fullchapter on services marketing management, which gives readers a fullerunderstanding of managing services marketing.CONTENTS1.The nature of marketing 2.The global business environment 3.Customerbehaviour 4.Marketing research and information systems 5.Fundamentalsof marketing management 6.Product and brand management7.Services marketing management 8.Pricing decisions 9.Integratedmarketing communications part I: Mass communications techniques10.Integrated marketing communications part II: Direct communicationstechniques 11.Distribution management 12.Marketing planningand strategyInternational EditionMARKETING8th EditionBy Roger A. Kerin, Southern Methodist University, Steven W.Hartley, University of Denver, Eric N. Berkowitz, University of Massachusetts– Amherst and William Rudelius, University of Minnesota—Mineapolis2006ISBN-13: 978-0-07-308015-4 / MHID: 0-07-308015-2(with Student CD and PowerWeb)ISBN-13: 978-0-07-111609-1 / MHID: 0-07-111609-5[IE with CD and PowerWeb]Website: http://www.mhhe.com/kerin06Marketing, 8e by Kerin, Hartley, Berkowitz, and Rudelius continuesa tradition of leading the market with contemporary, cutting-edgecontent presented in a conversational student-orientedstyle, supported by the most comprehensive, innovative, anduseful supplement package available. This text and package isdesigned to meet the needs of a wide spectrum of faculty—fromthe professor who just wants a good textbook and a few keysupplements, to the professor who wants a top-notch fully integratedmultimedia program. This edition is available in bothprint version and interactive /online version via PowerText, anintegrated learning experience that combines the traditionalcontent of a textbook with the media-rich environment of theInternet and both versions are supported by a dramatically expandedand improved multimedia teaching package.CONTENTSPart One Initiating the Marketing Process 1 Creating Customer Relationshipsand Value through Marketing 2 Developing Successful Marketingand Corporate Strategies Appendix A Building an Effective MarketingPlan 3 Scanning the Marketing Environment 4 Ethics and Social Responsibilityin Marketing Part Two Understanding Buyers and Markets 5Consumer Behavior 6 Organizational Markets and Buyer Behavior 7Reaching Global Markets Part Three Targeting Marketing Opportunities8 Marketing Research: From Information to Action 9 Identifying MarketSegments and Targets Part Four Satisfying Marketing Opportunities10 Developing New Products and Services 11 Managing Products andBrands 12 Managing Services 13 Building the Price Foundation 14 Arrivingat the Final Price Appendix B Financial Aspects of Marketing 15Managing Marketing Channels and Wholesaling 16 Integrating SupplyChain and Logistics Management 17 Retailing 18 Integrated Marketing161HED 2007 Marketing.indd 16110/5/2006 1:42:48 PM