Marketing Principles and Practices: An Introductory Approach - Softcover

 
9780977052806: Marketing Principles and Practices: An Introductory Approach
Softcover
ISBN 10: 097705280X ISBN 13: 9780977052806

Inhaltsangabe

Marketing Principles and Practices: An Introductory Approach is written for instructors and students seeking a concise marketing principles text. By presenting key concepts in a clear and straightforward manner it shows practical applications of marketing theories, emphasizes the role of the marketing manager and explores and analyzes proven marketing practices.

KEY FEATURES AND BENEFITS

CURRENCY One of few marketing principles texts to include stakeholders in the marketing definition

Includes the American Marketing Association’s™ 2004 Code of Ethics

CASE STUDIES Fifteen legendary companies are featured, with histories and current 2005 insights

Company Spotlights focus on core marketing issues affecting large and small companies from various industries

ACTIVITIES, EXERCISES AND ASSIGNMENTS Students apply best marketing practices with Marketing Audit, Targeting Markets, Positioning, and S.W.O.T Analysis tools

ETHICAL AND INTERNATIONAL PERSPECTIVES Discusses the topical issues and ethical challenges facing marketing managers in fast paced, dynamic, global markets

2005 CASE UPDATES & MARKETING PLAN CD A variety of cases from varied industries are provided that present students with real marketing situations. All cases combine history and current insights, addressing the activities of companies covering a broad spectrum of marketing practices. The student is exposed to actual marketing situations enabling the development of skills to make sound marketing decisions in the real, dynamic, and competitive world of business.

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Über die Autorin bzw. den Autor

Dr. Vernon Stauble is a pioneer in the study of "relationship selling." He is internationally respected as a marketing consultant, with corporate and government clients in the United States, Latin America, Canada, Europe, Asia and the Middle East.

Awards recognizing Dr. Stauble’s contributions include: the Book of Honor, the George Washington Gold Medal, the Wang Excellence Award (first recipient) and California State Polytechnic University’s Golden Leaves Award, "in recognition of writing and publishing a substantive contribution to the literature of higher education" — awarded in 1996 and again in 2003. He has also been recognized with nine outstanding teaching awards.

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Sprache
Englisch
ISBN 10 
097705280X
ISBN 13 
9780977052806
Einband
Taschenbuch
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