This book communicates precisely what today's outstanding marketers do--CONNECT...through technology, through relationships, and with diversity--globally and ethically. It provides a contemporary, exciting treatment of marketing that integrates the authors' years of teaching, research, and consulting experience with a bias for action and application to real world issues and forces. Marketing: Connecting with Customers. Customer Satisfaction and Loyalty: Building Value with Quality. The Global Marketing Environment and E-Commerce. The Strategic Marketing Planning Process: Domestic and Global. Marketing Information and Research. Market Segmentation, Targeting, and Positioning. Connecting with Customers: Understanding Consumer Behavior. Business-To-Business Marketing. Product Decisions and Strategies. Product Planning, Development, and Management. Services and Nonprofit Marketing. Marketing Channels, Wholesaling, and Physical Distribution. Retailing and Direct Marketing. Integrated Marketing Communications. Mass Communications: Advertising, Sales Promotion, and Public Relations. Personal Selling and Sales Force Management. Pricing Approaches. Pricing Strategy. For marketing professionals.
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Telling students that the Internet matters is like telling them to breathe. They already know it matters. And they already use it almost as much as they breathe. So what do we teach students about the Internet in the principles class?
The second edition of Marketing: Connecting with Customers builds on the foundation of the first edition while extending the "connecting with customers" theme. A new Bricks or Clicks feature at the end of every chapter shows how companies are embracing—or shunning—the Internet in their efforts to connect with customers, and new vignettes and examples are sprinkled throughout the text to show how companies are connecting with customers right now. These companies range from well-known e-commerce firms such as eBay, Yahoo!, and Palm Pilot, to lesser-known EnronOnline for energy and CAVE, which provides an automatic virtual environment.
To further enhance the experience, the Mastering Marketing CD-ROM can be shrink-wrapped to the text for a nominal fee. Mastering Marketing is a multimedia CD-ROM that uses video and interactive exercises to involve students in actively learning core marketing concepts through a fictional e-business, Canto, as it faces practical marketing problems. Students make decisions by relating key concepts from the book to questions based on the marketing issues faced by the staff of Canto.About the Author:
Gilbert D. Harrell, Ph.D., is Professor of Marketing, Eli Broad College of Business and Graduate School of Management, Michigan State University. In 2000, Dr. Harrell received a Michigan State University Librarian Computing and Technology Award in recognition of scholarly contributions. He also received the 1997 John D. and Dortha J. Withrow Endowed Teacher/Scholar Award, the 1996 Phi Chi Theta Professor of the Year Award, and the 1995 Gold Key National Honor Society Award for teaching excellence at Michigan State University. His teaching, research, and consulting activities focus on sustainable competitive advantage, building business value, consumer satisfaction, sales management, strategic planning, and relationship marketing. Dr. Harrell's publications have appeared in the Journal of Marketing, Journal of Long Range Planning, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Affairs, Journal of Industrial Marketing Management, Journal of Consumer Satisfaction, Journal of Retailing, Business Topics, Journal of Logistics Information Management, Journal of Health Care Marketing, Journal of International Marketing, Journal of the Academy of Marketing Science, and others. Dr. Harrell's doctorate degree is from Pennsylvania State University, where he was elected to the Phi Kappa Phi Honorary and the American Marketing Association Consortium. Both his bachelor's and Master's degrees are from Michigan State University.
Dr. Harrell is founder of Harrell & Associates, Inc., a professional consulting group, which specializes in service for strategic marketing management, visioning processes, communication strategies, sales management, and executive strategy development. His firm has helped implement the strategic marketing planning systems for several Fortune 500 companies.
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