Business Communication - McGraw-Hill Books

MarketingCommunications and Direct Marketing 19 Advertising, Sales Promotion,and Public Relations 20 Personal Selling and Sales Management PartFive Managing the Marketing Process 21 Implementing Interactiveand Multi-channel Marketing 22 Pulling It All Together: The StrategicMarketing Process Appendix C Planning a Career in Marketing AppendixD Alternate Cases Glossary Chapter Notes CreditsInternational EditionESSENTIALS OF MARKETING10th EditionBy William Perreault, University of North Carolina—Chapel Hill andE. Jerome McCarthy, Michigan State University—East Lansing2006ISBN-13: 978-0-07-304920-5 / MHID: 0-07-304920-4(with Student CD, PowerWeb and OLC with PremiumContent Card)ISBN-13: 978-0-07-341833-9 / MHID: 0-07-341833-1(with Student CD and SmartSims)ISBN-13: 978-0-07-111634-3 / MHID: 0-07-111634-6[IE with Student CD, PowerWeb and OLC]Website: http://www.mhhe.com/fourpsEssentials of Marketing is a brief version of Basic Marketing.Basic Marketing and Essentials of Marketing are the first booksto develop and present the 4Ps framework (Product, Price, Place,Promotion) which describes the components of the marketingmix and forms the foundation of Marketing. Like Basic Marketing,Essentials of Marketing offers a very thorough integrationof the latest marketing themes, topics, and examples woventhroughout. While Essentials of Marketing is a brief text, it isnot a cut-and-paste of Basic Marketing. It is written carefully,thoroughly and specifically to be suitable for shorter Marketingcourses. Author Bill Perreault shows this same dedication to thesupplements package. Where most principles of marketing textshave separate supplement authors, Bill Perreault creates everyitem in the package. This unique involvement ensures quality,accuracy, and reliabilityCONTENTS1. Marketing’s Role in the Global Economy 2. Marketing’s Role withinthe Firm or Nonprofit Organization 3. Focusing Marketing Strategywith Segmentation and Positioning 4. Evaluating Opportunities inthe Changing Marketing Environment 5. Final Consumers and TheirBuying Behavior 6. Business and Organizational Customers and TheirBuying Behavior 7. Improving Decisions with Marketing Information8. Elements of Product Planning for Goods and Services 9. ProductManagement and New-Product Development 10. Place and Developmentof Channel Systems 11. Distribution Customer Service andLogistics 12. Retailers, Wholesalers, and Their Strategy Planning 13.Promotion—Introduction to Integrated Marketing Communications14. Personal Selling 15. Advertising and Sales Promotion 16. PricingObjectives and Policies 17. Price Setting in the Business World 18.Developing Innovative Marketing Plans: Appraisal and Challenges /Appendixes / A. Economics Fundamentals / B. Marketing Arithmetic /C. Career Planning in MarketingInternational EditionNEWMARKETINGCreating and Delivering Value, , 5th EditionBy Pascale Quester, University of Adelaide and Robyn Mcguiggan,University of Technology2006 (September 2006)ISBN-13: 978-0-07-471560-4 / MHID: 0-07-471560-7McGraw-Hill Australia TitleWebsite: http://www.mhhe.com/au/quester4eQuester and McGuigan’s text has evolved from the traditional4 Ps, embracing new shifts and trends in the industry and takingintroductory students on an exploration of marketing withunprecedented vitality and energy. Interesting and relevantreal examples challenge students to open their eyes to the applicationssurrounding them in the world and through mediachannels. The fifth edition includes engaging new topical casestudies; the addition of challenging end-of-chapter questionsand projects; even stronger links to industry; and an increasedemphasis on ethics, relationship marketing, global marketing,and societal marketing.NEW TO THIS EDITION• Simplified Instructors PackageFEATURES• Industry Connections and Applications• A Book for LearnersCONTENTSPART I Marketing Strategy and Management 1 Creating customer valueand building relationships 2 Strategic marketing planning 3 Identifyingmarketing opportunities / End of Part Case Studies / PART II UnderstandingMarkets 4 Marketing research and information management 5Market segmentation 6 Consumer behaviour (heavily revised chapter)7 Business-to-business marketing / End of Part Case Studies / PARTIII The Marketing Mix / 8 Product planning 9 Product managementand new product development 10 Managing distribution channels 11Marketing logistics 12 Pricing objectives and policies 13 Setting pricesof goods and services 14 Marketing communications 15 MarketingCommunications mix 16 Sales marketing / End of Part Case Studies /PART IV Evaluating Marketing / 17 Implementation and control / Appendix:Ethical marketing in a consumer-oriented world / End of PartCase Studies / End of Book Case StudiesINVITATION 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.sg162HED 2007 Marketing.indd 16210/5/2006 1:42:48 PM