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Marketing / William G. Zikmund, Michael d'Amico.

By: Contributor(s): Material type: TextPublication details: Cincinnati, Ohio : South-Western College Pub., c1999.Edition: 6th edDescription: xxix, 701 p. : col. ill. ; 29 cm. + 1 computer laser optical disc (4 3/4 in.)ISBN:
  • 0538882158
ISSN:
  • 9780538882156
Subject(s): LOC classification:
  • HF5415 .Z54
Contents:
Introduction. The nature of marketing -- Marketing management: strategy and ethical behavior -- Environmental forces in a digital world: the macroenvironment -- The microenvironment in an era of global competition -- Analysis of market and buyer behavior. Information technology and marketing research -- Consumer behavior -- Business markets and organizational buying -- Market segmentation, targeting, and positioning strategies -- Product strategy for global competition. Basic concepts about goods and services -- Strategies for new products and the product life cycle -- Strategies for services and relationship marketing. Distribution strategy. The nature of distribution -- Retailing, direct marketing, and wholesaling -- Logistics and physical distribution management -- Integrated marketing communications. Integrated marketing communications -- Advertising -- Personal selling and sales management -- Sales promotion, publicity, and public relations -- Pricing strategy. Introduction to pricing concepts -- Pricing strategies and tactics -- Appendix A. Internet insights into marketing careers -- Appendix B. The marketing audit -- Appendix C. Organizing the marketing function -- Internet appendix: zikmund.swcollege.com.
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks Reference HF5415 .Z54 (Browse shelf(Opens below)) Available 12390
Books Methodist University Library Main General Stacks Reference HF5415 .Z54 (Browse shelf(Opens below)) Available 12339
Books Methodist University Library Main General Stacks HF5415 .Z54 (Browse shelf(Opens below)) Available 12391

Introduction. The nature of marketing --
Marketing management: strategy and ethical behavior --
Environmental forces in a digital world: the macroenvironment --
The microenvironment in an era of global competition --
Analysis of market and buyer behavior. Information technology and marketing research --
Consumer behavior --
Business markets and organizational buying --
Market segmentation, targeting, and positioning strategies --
Product strategy for global competition. Basic concepts about goods and services --
Strategies for new products and the product life cycle --
Strategies for services and relationship marketing. Distribution strategy. The nature of distribution --
Retailing, direct marketing, and wholesaling --
Logistics and physical distribution management --
Integrated marketing communications. Integrated marketing communications --
Advertising --
Personal selling and sales management --
Sales promotion, publicity, and public relations --
Pricing strategy. Introduction to pricing concepts --
Pricing strategies and tactics --
Appendix A. Internet insights into marketing careers --
Appendix B. The marketing audit --
Appendix C. Organizing the marketing function --
Internet appendix: zikmund.swcollege.com.

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