Marketing [antikvár]

The decade of the '80s presents unique opportunities and challenges in marketing. Careers in marketing are expanding and will continue to offer rewarding futures. The challenges, however, will be formidable, as a result of inflation, shortages, fickle consumers, shifting markets, rapidly changing technology, and stiff domestic and international competition. This dynamic environment demands an understanding of marketing philosophy and the ability to make decisions. The goal of Marketing, Second Edition, and the principles of marketing course for which it is intended, is to provide the student with a firm foundation upon which this understanding and this skill can be built. In essence, this second edition can be viewed as a new book; the content has been vastly changed, with only 30 percent of the first edition being retained. This new edition also provides a much stronger and expanded theoretical base, with topics presented from a decision-making perspective. This change is nowhere more evident than in Chapter 5, 'The Decision-Making Process in Consumer Buying," which has been rewritten with a decision-making model as its foundation. Marketing management and strategic planning are introduced in Chapter 2 and developed throughout the text. Since most decision making is tactical rather than strategic, many tactical approaches -such as tactics for segmenting a markét, setting a price, creating a promotional plan, and developing a distribution channel -are explained. Another major feature of this edition is the balanced treatment of macro and micro marketing. All too often, macro marketing is given secondary treatment in a basic text. But today's marketing personnel must cope with the totál marketing environment and not just with a particular industry or firm. Macro marketing is defined and discussed in Chapter 1, and then further examined throughout the text. Other structural changes have been made. All chapters have been expanded to allow a more in-depth treatment of the topics. A first edition chapter on planning and control has been broadened into two chapters: Chapter 21 covers planning and forecasting, and Chapter 22 deals with marketing organization and control. This material has been designed so that it may be taught