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Synopsis
Everything You Need to Create Effective Marketing Strategies! With its engaging writing style and clear presentation, this how-to book provides you with the core marketing management concepts that everyone must know to compete in today's business environment. Updated to reflect the current marketplace, the book spotlights hot topics such as electronic commerce, brand equity, database marketing, relationship marketing, business to business marketing, and interfunctional coordination. And with the help of real-world examples, you'll learn how to apply the material to plan, coordinate, and execute a successful marketing strategy. Key Features of the Second Edition
* Updated Marketing in Action and Marketing Strategies boxes provide real-world examples that demonstrate how the material is applied in business.
* "New Applying. To" and "Integrating. With" sections highlight topical marketing and business areas.
* Internet coverage is integrated throughout the book.
* Globalization is thoroughly discussed and the concepts are reinforced through examples and questions.
* Ethics questions.
* SPSS(r) Student Version for Windows 9.0 is available to accompany the text.
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From the Publisher
Focuses on all aspects of planning, coordinating and executing marketing strategy. Includes the main concepts and terms associated with marketing management. Contains new chapters on competitive analysis, sales promotion, direct marketing and an increased emphasis on international trade and foreign marketing strategies.
About the Author
Douglas J. Dalrymple and Leonard J. Parsons are the authors of Basic Marketing Management, 2nd Edition, published by Wiley.
"About this title" may belong to another edition of this title.
- PublisherWiley
- Publication date2000
- ISBN 10 0471353922
- ISBN 13 9780471353928
- BindingPaperback
- Edition number2
- Number of pages368
- Rating
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Large Softback. Condition: Good. A little highlighting. Focuses on all aspects of planning, coordinating and executing marketing strategy. Includes the main concepts and terms associated with marketing management. Contains new chapters on competitive analysis, sales promotion, direct marketing and an increased emphasis on international trade and foreign marketing strategies. Seller Inventory # 008480
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Basic Marketing Management
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John Wiley & Sons, Incorporated, 2000
ISBN 10: 0471353922
ISBN 13: 9780471353928
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