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MARKETING
MARKETING
9780764139321
$18.99







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4th Edition
Richard L. Sandhusen - All books by this author

Barron’s Business Review Series - All books in this series

In Professor Richard Sandhusen’s brand-new and important fourth edition of Marketing, he points out how four digital-age systems have merged into one to change marketing and management practice as much in the past five years as in the previous half century. These systems—decision support, relationship marketing, integrated marketing communication, and balanced scorecard—are barely noted in competing textbooks, but receive detailed analysis in this extensively updated book, a popular title in Barron’s respected Business Review Series. Placing emphasis on the global marketplace Marketing presents a highly realistic hypothetical company as it faces business challenges and opportunities on a day-by-day basis. Although solidly grounded in marketing theory, this book explains marketing strategies within this realistic setting, showing many of the business tactics and decisions students are likely to confront in their own careers. The fictitious company’s domestic and international marketing strategies are explained and analyzed, and real-world examples of successful marketing campaigns by different kinds of companies are also included. Each chapter ends with an overview of essential concepts and match-up exercises that review the text’s material.

Table of Contents
    Preface
  • 1 THE MARKETING PROCESS: BASIC CONCEPTS
  • 2 THE INTERNATIONAL MARKET: FORCES AND OPPORTUNITIES
  • 3 MARKETING MANAGEMENT AND STRATEGIC MARKETING PLANNING
  • 4 THE MARKETING ENVIRONMENT
  • 5 THE INTERNATIONAL MARKETING ENVIRONMENT
  • 6 DECISION SUPPORT AND STRATEGIC PLANNING/ MANAGMENT SYSTEMS
  • 7 MARKETING SYSTEMS
  • 8 MARKETING RESEARCH 1: PROBLEMS AND PROCESSES
  • 9 MARKETING RESEARCH: TOOLS AND TECHNIQUES
  • 10 CONSUMER BEHAVIOR
  • 11 ORGANIZATIONAL MARKETS AND BUYING BEHAVIOR
  • 12 MARKET SEGMENTATION, TARGETING, AND POSITIONING STRATEGIES
  • 13 MEASURING MARKET AND SALES POTENTIAL
  • 14 RELATIONSHIP MARKETING AND INTEGRATED MARKETING COMMUNICATIONS
  • 15 PRODUCT PLANNING I: PRODUCT/MARKET GROWTH STRATEGIES
  • 16 PRODUCT PLANNING II: PRODUCT DESIGN AND DEVELOPMENT STRATEGIES
  • 17 ESTABLISHING PRICING OBJECTIVES AND POLICIES
  • 18 FORMULATING PRICING STRATEGIES AND TACTICS
  • 19 PROMOTION PLANNING I: INDIRECT PROMOTION
  • 20 PROMOTION PLANNING II: SALES AND SALES MANAGEMENT
  • 21 MARKETING ON THE INTERNET
  • 22 DISTRIBUTION PLANNING I: CHANNEL STRATEGY
  • 23 DISTRIBUTION PLANNING II: LOGISTICS SYSTEMS
    GLOSSARY
    INDEX

Comments From Satisfied Students
“. . . a good overview of marketing, covering various aspects useful to a marketing manager.”

“I used this book as a supplement to a (much drier) marketing textbook . . . the author’s easy writing style and use of real-life business situations made even difficult concepts eay to understand. . . . Thanks for the help—I ended up with an A in the class!”

About The Author:
Richard Sandhusen
retired after 25 years as a marketing professor and lecturer at Bloomfield College, Rutgers University, Rider College, Kean College, and Fairleigh Dickinson University, all in New Jersey. Since retirement in 1990, he has served as faculty mentor in the Thomas Edison State College distance learning program. He continues to write on marketing and advertising subjects, and is author of more than 200 articles in business and scholarly journals, as well as several books. He has also served as marketing consultant for several corporations, including AT&T Technologies, Colgate-Palmolive, Lockheed Electronics, General Electric, and Price Waterhouse.

About the series:
Barron’s Business Review Books

Books in this series are designed for classroom use, and make excellent supplements to college textbooks. In many introductory courses, they serve very well as the teacher’s main text. The writing style throughout is informative but informal, emphasizing descriptions of business situations as they actually occur. Other Business Review titles are—
  • Accounting
  • Business Law
  • Business Statistics
  • Economics
  • Finance
  • Management
  • Operations Management

(0764139320)

Paperback / 624 Pages / 6 x 9 / 2008

 





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