Everything You Need to Create Effective Marketing Strategies! With its engaging writing style and clear presentation, this how-to book provides you with the core marketing management concepts that everyone must know to compete in today's business environment. Updated to reflect the current marketplace, the book spotlights hot topics such as electronic commerce, brand equity, database marketing, relationship marketing, business to business marketing, and interfunctional coordination. And with the help of real-world examples, you'll learn how to apply the material to plan, coordinate, and execute a successful marketing strategy. Key Features of the Second Edition * Updated Marketing in Action and Marketing Strategies boxes provide real-world examples that demonstrate how the material is applied in business. * "New Applying. To" and "Integrating. With" sections highlight topical marketing and business areas. * Internet coverage is integrated throughout the book. * Globalization is thoroughly discussed and the concepts are reinforced through examples and questions. * Ethics questions. * SPSS(r) Student Version for Windows 9.0 is available to accompany the text.
Douglas J. Dalrymple and Leonard J. Parsons are the authors of Basic Marketing Management, 2nd Edition, published by Wiley.
New to Edition
Strengthened coverage on the topic of brand equity throughout the text. Chapter 2 on Marketing Strategy, Chapter 7 on Product Development, and Chapter 8 on Brand Management are updated in this area of brand equity; new research and issues will be highlighted.
Extensive coverage of IT Issues throughout the text. For example, the Direct Marketing chapter (Chapter 12) contains new coverage of database marketing, e-commerce, relationship marketing, business to business marketing, etc.
Curriculum integration theme. The sixth edition contained this theme of integration but the seventh edition has more extensive coverage including an icon to show the integration/application of Marketing with Finance, for instance, in examples.
Marketing In Action and Marketing Strategies boxes. At least 75% of these boxes are new and contain more examples that build on themes of IT, brand equity, globalization, and relationship marketing. Featured companies' www URLs will be noted within each box.
Features
Globalization. solid coverage in the sixth edition and continued in the seventh edition with even greater integration in text content and in the cases.
Basic Marketing Management, Second Edition offers instructors flexibility to emphasize text or their own case materials and to try innovative methods of instruction.
For those instructors who utilize their own selection of cases, there is an appendix for students who need guidance in cases methods and preparing case analyses.
The Case Method, along with the sample Cook Company case and sample write up will enable students unfamiliar with, or lacking experience in reading, analyzing and presenting a case solution, the means to learn or review this important skill.
