Marketing [antikvár]

The Fourth Edition of Marketing: Contemporary Concepts and Practices, by William F. Schoell and Joseph P. Guiltinan, with its supplements package, includes many new and innovative features. This preface provides an overview of these features; comprehensive details about the text, the Annotated Instructor's Edition, and the supplements package, are found in Using the Annotated Instructor's Edition, on page AIE-xi. The text itself has been completely revised and updated to reflect the latest developments in the field. All the cases are new, including comprehensive cases at the end of each section that are accompanied by specially prepared videotapes. New Ethics in Marketing and Global Marketing boxes examine the ethical implications and global dimensions of the chapter concepts. Videó Dimension Marketing: Contemporary Concepts and Practices, Fourth Edition, features a completely new series of videotapes that are integrated with the text to present students with an up-to-date and accurate view of marketing strategy and decision making. Through an exclusive arrangement with Turner Broadcasting's Cable News Network (CNN), Allyn & Bacon will provide specially edited videotapes of CNN interviews from its Inside Business programs. These interviews are incorporated into the text via the comprehensive cases, each of which provides in-depth background and analysis of a particular company's marketing strategy. After reading the case, students can watch a videotaped interview with the CEO of that company, who answers questions posed by professional CNN journalists about the company's background, growth, and current position in the marketplace. The cases are designed so that they can be used in association with the videotapes or as stand-alone cases, depending on the instructor's preference. From PepsiCo CEO Wayne Calloway to Nike CEO Philip Knight, the executives discuss specific business and marketing issues in a current, real-life context. Allyn & Bacon has prepared specially edited versions of these Inside Business programs that illustrate the marketing concepts discussed in each text section. For each chapter, there is alsó a Topic Videó that illustrates the major concepts discussed in the chapter. These videó interviews discuss recent business developments, from programs aired between 1987 and 1989. Further, the Business Line Videó Service enables the instructor to bring students up to the minute, by discussing programs that were aired the previous week. Business Line Videó Service To provide another dimension of information, Allyn & Bacon, in conjunction with CNN, offers the Business Line Videó Service. Instructors who wish to sign up for this service will receive weekly teaching notes, questions, and answers for current CNN Inside Business programs-the morning after each program is aired. Instructors can assign students to watch the weekly Inside Business interview, which is shown Sunday nights on CNN, or tape it themselves for in-class use. The teaching notes, review questions, and answers will be sent by Fax machine each Monday morning. This service is free to those adopters of Marketing: Contemporary Concepts and Practices who choose to subscribe. Text Videós In addition to the CNN videós described above, Allyn & Bacon offers two text videós that illustrate concepts that appear throughout the text. Real Life, Real Answers is a videó that was specially prepared for this text by advertising agency Hill, Holliday, Inc., to illustrate a specific advertising campaign prepared for the John Hancock Insurance Company. Bottle Feeding in Asia 1988 is a videó that illustrates the ethical dimension of marketing. Additional material, including teaching notes, will be provided with each videó. Annotated Instructor's Edition This edition of Marketing: Contemporary Concepts and Practices alsó features the first Annotated Instructor's Edition on the markét that integrates all the features of the text as well as > Preface AIE-vii