MKTG 2.0, 2008 - 2009 student edition (with review card and printed access card)

MKTG 2 delivers exactly what today's students need - and want. How do we know? We asked. Wanting to build upon the success of MKTG we solicited feedback from thousands of students and hundreds of faculty about their experience with MKTG to understand how we might improve upon a winner. The result is MKTG 2. New examples, a more open page design, and even better technology, still delivered at an incredibly low price. A teaching and learning solution unlike any other!. What Do You Think: Each chapter opens with one question poll to personalize the chapter topic for students. Each question is fun and helps students geta sense of their own marketing behavior and attitudes, such as whether or notthey enjoy shopping, if they like looking for deals, if they use coupons, andmore. For professors, "What Do You Think" provides an interesting way to begin the chapter that is meaningful for students.Engaging Layout: The hallmark ofMKTG is visually engaging design implemented with pedagogic sensibilities. Photos and graphics help the text come alive for visual learners and enrich the presentation of the material. Headers are easy to follow, allowing students toquickly identify the main concepts in the chapter and how they relate to eachother. Anatomy of an Ad: Marketing is much more than advertising, but advertising is the form of marketing your students will recognize most easily. For that reason, we have chosen advertisements and diagrammed them to show how key marketing concepts are manifest in the ad copy and layout. Chapter in Review card for each Student Edition chapter: Twenty individual, detachable cards each contain all the pertinent review information from the corresponding chapter. Terms, definitions, section summaries, and important diagrams are all on one card for students to use as prompts as they study for the course. The first cardshows students how to integrate the card into a well-rounded, layered study program. Prep Card for each Instructor Edition chapter: Twenty individual, detachable cards each contain a quick overview of the corresponding chapter from ateaching perspective: chapter outline, topics covered, terms covered, PowerPoint highlights, video teaching notes, additional examples not found in the student or instructor editions, assignments, and more to help you plan and deliver your course efficiently. 4ltrpress.cengage.com/mktg: A full suite of unique learning tools is available to students at 4ltrpress.cengage.com/mktg with thepurchase of a new book. Quizzes, audio downloads, video podcasts, and more are only a click away. INDICE: Part One: THE WORLD OF MARKETING. 1. An Overview of Marketing. 2. Strategic Planning for Competitive Advantage. 3. Social Responsibility, Ethics, and the Marketing Environment. 4. Developing a Global Vision. Part Two: ANALYZING MARKETING OPPORTUNITIES. 5. Consumer Decision Making. 6. Business Marketing. 7. Segmenting and Targeting Markets. 8. Decision Support Systems and Marketing Research. Part Three: PRODUCT DECISIONS. 9. Product Concepts. 10. Developing and Managing Products. 11. Services and Nonprofit Organization Marketing.Part Four: DISTRIBUTION DECISIONS. 12. Marketing Channels and Supply Chain Management. 13. Retailing. Part Five: PROMOTION DECISIONS. 14. Integrated Marketing Communications. 15. Advertising and Public Relations. 16. Sales Promotion and Personal Selling. Part Six: PRICING DECISIONS. 17. Pricing Concepts. 18. Setting the Right Price. Part Seven: TECHNOLOGY-DRIVEN MARKETING. 19. Customer Relationship Management (CRM).

• ISBN: 978-0-324-65980-1
• Editorial: South Western
• Encuadernacion: Rústica
• Páginas: 336
• Fecha Publicación: 01/02/2009
• Nº Volúmenes: 1
• Idioma: Inglés