Synopsis
Marketing Principles and Practices: An Introductory Approach, 2e, is a concise marketing principles text that is designed to present key marketing concepts in a very clear, straightforward manner. This text approaches the art and science of marketing by emphasizing the role of the marketing manager; demonstrating practical applications of marketing theories/concepts; and exploring and analyzing a broad spectrum of proven marketing practices. It presents case studies of 15 legendary companies, with current insights. And it presents three mini-cases--highlighting ethics, supplier relations and sales. This text also discusses the topical issues and ethical challenges inherent in our dynamic global markets. Readers will learn how to develop a marketing plan and apply best marketing practices, including audits, targeting, positioning and S.W.O.T. analysis.
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About the Author
Vernon R. Stauble, Ph.D. is a pioneer in the study of relationship selling, with corporate and government clients in the United States, Latin America, Canada, Europe, Asia and the Middle East. Recognition of Dr. Stauble's writing includes awards such as: 'The Book of Honor,' the 'George Washington Gold Medal,' 'California State Polytechnic University's Wang Excellence Award (first recipient),' and the 'Golden Leaves Award: in Recognition of Writing and Publishing a Substantive Contribution to the Literature of Higher Education.' Dr. Stauble is the recipient of ten outstanding teaching awards and is listed in 'Men of Achievement,' 'Who's Who in Business & Finance' and 'Who's Who in the West.'
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