Marketing - Hardcover

Zikmund, William G.; D'Amico, Michael

Hardcover

ISBN 10: 0314062149 ISBN 13: 9780314062147

Publisher: Cengage Learning, 1996

Synopsis

Introduces students to marketing through a managerial/strategic focus while addressing current AACSB guidelines regarding issues such as multiculturalism, ethics, quality, the environment and internationalism. Organization presents global marketing, basic marketing strategy and ethical/societal issues early, focusing on how these factors impact a firm's attempts to gain a competitive advantage. These topics are then integrated throughout the text. New chapters have been added on the micro and macroenvironment and on sales promotion and public relations. The text covers all hot marketing topics such as the internet, database marketing, mass customization, and more. Focus on Relationship Marketing boxes have been added to each chapter. A state-of-the-art supplement package provides extensive teaching support and real-world examples.

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: Cengage Learning
• Publication date: 1996
• ISBN 10: 0314062149
• ISBN 13: 9780314062147
• Binding: Hardcover
• Edition number: 5
• Number of pages: 800