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100 1 _aZikmund, William G.
_92774
245 1 0 _aEffective marketing :
_bcreating and keeping customers in an e-commerce world /
_cWilliam G. Zikmund, Michael d'Amico
250 _a3rd ed.
260 _aAustralia :
_aCincinnati, Ohio :
_bSouth-Western College Publishing,
_c2002
300 _axxix, 553 p. :
_bcol. ill. ;
_c28 cm.
505 0 _aPreface. - 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.
520 _a"[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
590 _aBusiness Studies : 9707
650 0 _aConsumer behavior
650 0 _aExport marketing.
650 0 _aMarketing.
700 1 _aD'Amico, Michael.
_e(j.a.)
_911405
920 _aADP : 93980
921 _aGEN : 102220
922 _aCAL : 87669
999 _c181120
_d181120