Marketing principles and best practices [printed text] / K. Douglas Hoffman  . -  3rd ed. . - Mason, Ohio : Thomson South-Western, 2006 . - xlii, 598 p. : ill. ; 28 cm.
ISBN : 978-0-324-30572-2

Class number:	658.8
Abstract:	Voice of the Expert! MARKETING PRINCIPLES AND BEST PRACTICES, 3rd Edition combines the expertise of the best teachers and most accomplished scholars in marketing. These experts have collaborated in writing a leading-edge, contemporary principles of marketing textbook. Each chapter explains and illustrates the best practices from every facet of marketing and is written by an authority in that field. Without losing the distinct flavor of each contributing author, every chapter is consistent in format and pedagogy and edited by Dr. Doug Hoffman to ensure a consistent, streamlined presentation. This new edition has integrated an environmental framework throughout.
Contents note:	Part 1 The Marketing Environment: 1. Introduction to marketing; 2. Strategic and marketing planning; 3. Marketing ethics and social responsibility; 4. International marketing. Part 2 Understanding the Market: 5. Marketing research and information systems; 6. Consumer behavior; 7. Business-to-business marketing; 8. Market segementation and target markets. Part 3 Product Strategy: 9. Marketing's role in new product development and product decisions; 10. Services marketing. Part 4 Distribution strategy: 11. Marketing channels and distribution; 12. Retailing and wholesaling. Part 5 Integrated marketing communications and pricing strategy: 13. Integrated marketing communications : advertising, promotions, and other MarCom tools; 14. Personal selling and sales management; 15. Pricing strategies and determination.