TY  - BOOK
AU  - Zikmund,William G.
AU  - D'Amico,Michael
TI  - Marketing
SN  - 0538882158
SN  - 978053888
AV  - HF5415 .Z54 
PY  - 1999///
CY  - Cincinnati, Ohio
PB  - South-Western College Pub.
KW  - Marketing
N1  - 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
ER  -