Marketing [antikvár]

Preface Welcome to a revolutionary time in marketing! Today dramatic changes ranging from an increasing emphasis on customer value, to the globalization of markets, to advances in the information technology industry, are creating new boundaries for the marketing discipline. Combining these changes with the sophisticated marketplace perspectives students bring to today's classroom can create an exciting and relevant learning experience. To accomplish this Marketing incorporates the most recent changes in our global business environment and their implications for the marketing function. This new edition also continues the tradition of the first three editions of Marketing by encouraging readers to become active participants in the learning process. The challenges of the new environment and the benefits of involvement and interaction provide a powerful framework for your introduction to the dynamic field of marketing. Although this edition of Marketing emphasizes many of the new developments in the marketing discipline, it also continues to utilize the innovative pedagogical approach we developed and introduced in 1985. Since then over 290,000 students and 2,000 instructors have used Marketing. Their feedback has been the basis for our personal efforts at continuous improvement. The increasing interest in our book over the past three editions convinces us that building on the strengths of our previous editions provides you with one of the best marketing textbooks available today. NEW IN THIS EDITION To reflect the increasing importance of global marketing we have added a chapter tided Global Markets and Cross-Cultural Analysis (Chapter 5). This chapter covers world trade, global competition, and related issues such as economic protectionism. In addition, the chapter provides a framework for cross-cultural analysis that identifies variables such as cultural variability, values, customs, and language as important dimensions for comparing nations or societies. When combined with the traditional chapters on the environment (Chapter 3) and consumer behavior (Chapter 6), students are exposed to a truly global view of marketing. The growing interest in customer value is now incorporated into each chapter. We have expanded Deming's concept of quality by linking quality and customer value in our strategic marketing process (Chapter 2). Later chapters cover specific topics such as how to provide value and how to assess value. We believe customer value will become one of the predominant marketing issues of the 1990s. Each chapter also has several other changes. First, global marketing practices and examples are provided whenever they are relevant and logically expand on the materials provided in Chapters 5 and 23. Second, the Ethics and Social