Marketing 4e

ISBN 10: 0314011323 ISBN 13: 9780314011329

Publisher: West Group, 1709

Synopsis

This text introduces students to marketing through a managerial/strategic focus while addressing current issues such as multiculturalism, ethics, quality, the environment and internationalism. This fifth edition includes additional chapters on the micro and macroenvironment.

About this title

From the Publisher

This Third Edition of the popular marketing text contains a new chapter on marketing of services, and completely revised chapters on organizational buying behavior, pricing, and market management. Also discusses business strategy implications of various marketing activities. Includes a wealth of up-to-date examples.

About the Author

William G. Zikmund, Ph.D., was a professor of marketing at Oklahoma State University until his death in 2002. He received his bachelor of science degree in marketing from the University of Colorado, a master of science degree from Southern Illinois University, and a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Professor Zikmund worked in marketing research for Conway/Millikin Company and Remington Arms Company before beginning his academic career, and he had extensive consulting experience with business and not-for-profit organizations. Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals, including the JOURNAL OF MARKETING, ACCOUNTING REVIEW, and the JOURNAL OF APPLIED PSYCHOLOGY. He was the author of the successful textbooks EXPLORING MARKETING RESEARCH, BUSINESS RESEARCH METHODS, MARKETING, and EFFECTIVE MARKETING, as well as a work of fiction: A CORPORATE BESTIARY. Professor Zikmund was a member of several professional organizations, including the American Marketing Association, the Academy of Marketing Science, the Association for Consumer Research, the Society for Marketing Advances, the Marketing Educators Association, and the Association of Collegiate Marketing Educators. He served on the editorial review boards of the JOURNAL OF MARKETING EDUCATION, MARKETING EDUCATION REVIEW, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, and JOURNAL OF BUSINESS RESEARCH. Professor Zikmund was an accomplished educator who strived to be creative and innovate in the classroom, and his books have been used in universities in Europe, Asia, Africa, South America, and North America, reaching more than a half million students worldwide.

About this edition

• Publisher: West Group
• Publication date: 1709
• ISBN 10: 0314011323
• ISBN 13: 9780314011329
• Binding: Misc. Supplies
• Edition number: 4