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CONTENTS
PART ONE Introduction - Marketing Environment ... 1
Chapter One Introduction to Marketing / Peter R. Dickson[University of Wisconsin-Madison] ... 2
Chapter Two The Marketing Enviornmen...
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목차 전체
CONTENTS
PART ONE Introduction - Marketing Environment ... 1
Chapter One Introduction to Marketing / Peter R. Dickson[University of Wisconsin-Madison] ... 2
Chapter Two The Marketing Enviornment & Social Responsibility / Peter R. Dickson[University of Wisconsin-Madison] ... 26
Chapter Three International Marketing / Michael R. Czinkota[Georgetown University] ; Ilkk ... 62
PART TWO Understanding the Market ... 101
Chapter Four Marketing Rasearch and Intormation Systems / Peter R. Dickson[University of Wisconsin-Madison] ... 102
Chapter Five Consumer Behavior / Jagdish N. Sheth[Emory University] ... 136
Chapter Six Business-to-Business Marketing / Michael D. Hutt[Arizona State University] ; Thoma ... 176
Chapter Seven Market Segmentation and Target Markets / Penny M. Simpson[Northwestern State University of ... 210
PART THREE Product ... 241
Chapter Eight Product Decisions and Marketing's Role in New Product Development / Abbie Griffin[University of Illinois, Urbana-Cham ... 246
Chapter Nine Services Marketing / K. Douglas Hoffman[Colorado State University] ... 290
PART FOUR Distribution ... 331
Chapter Ten Marketing Channels and Distribution / Bert Rosenbloom[Drexel University] ... 332
Chapter Eleven Retailing and Wholesallng / Patrick Dunne[Texas Tech University] ; Robert F. ... 376
PART FIVE Integrated Marketing Communications ... 415
Chapter Twelve Integrated Marketing Communications : Advertising, Promotions, and Other Tools / Terence A. Shimp[University of South Carolina] ... 416
Chapter Thirteen Personal Selling and Sales Management / Judy A. Siguaw[Cornell University] ... 460
PART SIX Pricing ... 497
Chapter Fourteen Princing Strategies and Determination / Joel E. Urbany[University of Notre Dame] ... 498
PANT SEVEN The Future at Markdting ... 539
Chapter Fifteen Marketing on the Internet / John H. Lindgren, Jr.[University of Virginia] ... 540
Appendix 1 Planning for Marketing Decisions ... 566
Appendix 2 Careers in Marketing ... 518
Video Cases ... 596
Glossary ... 634
Credits ... 640
Name Index ... 644
Company Index ... 645
Subject Index ... 648
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