Marketing Principles and Practices

An Introductory Approach, Second Edition

   

Author:

Vernon Stauble, Ph.D.

Publication Date:

Available March 2007

Page Count:

320

ISBN:

978-0-9770528-8-2

Binding:

Perfect, soft cover

Trim Size:

8.5 X 11 inches

Markets Sold In:

Academic

List Price:

$79.95 USD      BUY NOW.

 

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Description

Marketing Principles and Practices: An Introductory Approach, Second Edition, is written for instructors and students seeking a concise marketing principles text that:

  • Presents key concepts in a clear, straightforward manner
  • Emphasizes the role of the marketing manager
  • Demonstrates practical applications of marketing theories/concepts
  • Explores and analyzes a broad spectrum of proven marketing practices

 

Benefits

 

Currency

  • Company spotlights demonstrating 2006/2007 applications of key concepts presented in each chapter
  • Focus on relationship marketing, customer relationship marketing and integrated marketing
  • Focus on core marketing issues affecting large, medium and small companies from various industries
     

Ethical And International Perspectives

  • Discusses the topical issues and ethical challenges in fast paced, dynamic, global markets

Case Studies

  • Fifteen legendary companies are featured, with current 2006 insights
  • Three mini-cases highlighting ethics, supplier relations and sales

 

Activities, Exercises And Assignments

  • Students apply best marketing practices with Marketing Audit, Targeting Markets, Positioning, S.W.O.T. Analysis tools and Marketing Plan

 

Table of Contents

PART I: THE DISCIPLINE OF MARKETING AND THE ROLE OF
THE MARKETING MANAGER

CHAPTER 1: The Discipline of Marketing

CHAPTER 2: The Role of the Marketing Manager

PART II: THE ENVIRONMENTAL ANALYSIS

CHAPTER 3: The Internal Environment

CHAPTER 4: The External Environment

PART III:  THE SCOPE OF CUSTOMER ANALYSIS

CHAPTER 5: The Ultimate Consumer Market

CHAPTER 6: The Organizational Market

PART IV: THE MARKETING “MIX” DECISIONS

CHAPTER 7: Product/Service Decisions

CHAPTER 8: Pricing Decisions

CHAPTER 9: Distribution Decisions

CHAPTER 10: Promotion (Marketing Communications) Decisions
Marketing Audit

CASES

Cases Matched to Specific Chapters

CASE 1: Xerox
CASE 2: Iris Hotel
CASE 3: IBM
CASE 4: Federal Express
CASE 5: Continental Airlines
CASE 6: Boston Beer Company
CASE 7: Edison International
CASE 8: IKEA
CASE 9: Kmart
CASE 10: Wal-Mart
CASE 11: Motorola
CASE 12: Nike Incorporated
CASE 13: Starbucks
CASE 14: Ann Taylor
CASE 15: Lands’ End

Appendix A
Appendix B
Web Site Addresses
Indices

 

INNOVATIVE INSTRUCTORS RESOURCES CD (Click here for details)

 

Reviews

“Professor Stauble’s text is easy to read and understand, has real world case studies and excellent resource materials. “

Mark Stern, UCLA Extension Instructor Business,
Management & Legal Programs Department