Commerce, Business 

THE IMPORTANCE OF MARKETING TO BUSINESS
This book has been carefully revised to reflect the dynamic changes in the world of marketing. All students, regardless of their major, need a solid foundation in marketing to advance their careers. There is ample evidence that marketing functions within the organization are becoming more important to achieve success. All organizations-both for-profit and non-profit-need effective marketing strategies to achieve their objectives. This new edition has been revised to provide the concepts, frameworks, and approaches to decision making that ensure comprehensive understanding of marketing. Our approach is to provide a holistic understanding and decision-making experiences for students to engage in active learning. Therefore, our perspective goes beyond learning terminology and memorizing concepts to integrating knowledge through the use of examples, exercises, cases, and MindTap. MindTap is an online personalized teaching experience with relevant assignments that guide students to analyze, apply, and improve thinking, allowing them to measure skills and outcomes with ease.
This book facilitates students in mastering essential concepts. Therefore, evolving marketing areas such as digital marketing and social networking, marketing ethics and social responsibility, as well as major decision variables related to product, price, distribution, and promotion have received complete revision based on available research and marketing best practices. Examples and boxes have been replaced to be as up-to-date as possible.
We also provide numerous ancillary materials to aid in student comprehension of marketing concepts as well as increasing instructor resources for teaching this important material. Online materials include quizzes, PowerPoint presentations, videos, and flashcards. Our marketing video case series enables students to learn about how real-world companies address marketing challenges. Our Interactive Marketing Plan Worksheets and video program provide students with practical knowledge of the challenges and the planning process of launching a new product. Together these revisions and additional materials will assist students in gaining a full understanding of pertinent marketing practices.
Online social networking has become pivotal to the marketing discipline. Most discussions about marketing today bring up issues like how digital media can lower costs, generate aware- ness, build better relationships with customers, and achieve improved marketing research. All elements of the marketing mix should be considered when using digital media. We discuss how digital media and social networking tools can create effective digital marketing strategies that can enhance marketing efforts. Also, since social media is applicable to many areas of marketing, the entire book integrates important digital marketing concepts and examples.
Specific details of this extensive revision are available in the transition guide in the Instructor's Resource Manual. We have also made efforts to improve all teaching ancillaries and student learning tools. PowerPoint presentations continue to be a very popular teaching device, and a special effort has been made to upgrade the PowerPoint program to enhance classroom teaching. The Instructor's Manual continues to be a valuable tool updated with engaging in-class activities and projects. The authors and publisher have worked together to provide a comprehensive teaching package and ancillaries that are unsurpassed in the marketplace. The authors have maintained a hands-on approach to teaching this material and revising the text and its ancillaries. This results in an integrated teaching package and approach that is accurate, sound, and successful in reaching students. The outcome of this involvement fosters trust and confidence in the teaching package and in student learning outcomes. Student feed- back regarding this textbook is highly favorable.
 

Contents:
PART I: STRATEGIC MARKETING AND ITS ENVIRONMENT
Chapter 1: The marketing environment, social responsibility, and ethics

PART II: TARGETING AND CUSTOMER BEHAVIOR
Chapter 2: Target markets: segmentation and evaluation
Chapter 3: Consumer buying behavior
Chapter 4: Business markets and buying behavior

PART III: SALESMANSHIP AND PRODUCT MANAGEMENT
Chapter 5: Personal selling
Chapter 6: Product, branding, and packaging concepts
Chapter 7: Developing and managing goods and services

PART IV: MARKETING CHANNELS AND MARKETING COMMUNICATIONS
Chapter 8: Marketing channels and supply chain management
Chapter 9: Integrated marketing communications
Chapter 10: Advertising and public relations

PART V: MARKETING RESEARCH AND DIGITAL MARKETING
Chapter 11: Marketing research and information system
Chapter 12: Digital marketing and social networking

PART VI: RETAIL MANAGEMENT AND PRICING DECISIONS
Chapter 13: Retailing, direct marketing, and wholesaling
Chapter 14: Pricing concepts and management

PART VII: MARKETING MANAGEMENT
Chapter 15: Planning, implementing, and evaluating marketing strategies