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Effective marketing : creating and keeping customers in an e-commerce world / William G. Zikmund, Michael d'Amico

By: Zikmund, William G.
Contributor(s): D'Amico, Michael [(j.a.)].
Publisher: Australia : Cincinnati, Ohio : South-Western College Publishing, 2002Edition: 3rd ed.Description: xxix, 553 p. : col. ill. ; 28 cm.ISBN: 032406392X; 0324125690.Subject(s): Consumer behavior | Export marketing | MarketingDDC classification: 658.8
Contents:
Preface. - Authors. - Prologue. 1. The nature of marketing. 2. Marketing management : strategy and ethical behavior. 3. Environmental forces in an e-commerce world : the macroenvironment. 4. The microenvironment in an era of global business. 5. Information technology and marketing research. 6. Consumer behavior. 7. Business markets and organizational buying. 8. Market segmentation, targeting, and positioning strategies. 9. Basic concepts about goods, services, and ideas. 10. Strategies for new products and the product life cycle. 11. The nature of supply chain and distribution. 12. Retailing, direct marketing and wholesaling. 13. Integrated marketing communications. 14. Advertising and public relations in an e-commerce world. 15. Personal selling, sales management and sales promotion. 16. Introduction to pricing concepts. 17. Pricing strategies and tactics. - Appendixes. - Glossary. - Endnotes. - Credits. - Name index. - Subject index.
Summary: "[This book] sets the bar for the next generation of marketing education by untegrating e-commerce into each chapter, complete with compelling examples. Every chapter logically integrates the principles of e0commerce with the direct engaging writing style that has been the hallmark of previous editions. Vivid and provocative examples from domestic and global business illustrate academic theory and bring abstract principles to life. Distinctive and popular themes of Effective Marketing, 3e., marketing strategies, relationship marketing, and global marketing, prepare students for the realities of a competitive marketing environment". - Back cover
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Main Collection Taylor's Library-TU
658.8 ZIK (Browse shelf) 1 Available SLASx,05000,03,GR 5000014949

Preface. - Authors. - Prologue. 1. The nature of marketing. 2. Marketing management : strategy and ethical behavior. 3. Environmental forces in an e-commerce world : the macroenvironment. 4. The microenvironment in an era of global business. 5. Information technology and marketing research. 6. Consumer behavior. 7. Business markets and organizational buying. 8. Market segmentation, targeting, and positioning strategies. 9. Basic concepts about goods, services, and ideas. 10. Strategies for new products and the product life cycle. 11. The nature of supply chain and distribution. 12. Retailing, direct marketing and wholesaling. 13. Integrated marketing communications. 14. Advertising and public relations in an e-commerce world. 15. Personal selling, sales management and sales promotion. 16. Introduction to pricing concepts. 17. Pricing strategies and tactics. - Appendixes. - Glossary. - Endnotes. - Credits. - Name index. - Subject index.

"[This book] sets the bar for the next generation of marketing education by untegrating e-commerce into each chapter, complete with compelling examples. Every chapter logically integrates the principles of e0commerce with the direct engaging writing style that has been the hallmark of previous editions. Vivid and provocative examples from domestic and global business illustrate academic theory and bring abstract principles to life. Distinctive and popular themes of Effective Marketing, 3e., marketing strategies, relationship marketing, and global marketing, prepare students for the realities of a competitive marketing environment". - Back cover

Business Studies : 9707