Marketing [antikvár]

PrefaceWe believe that a marketing textbook for the 1990s must incorporate both traditional and contemporary aspects of marketing, carefully consider environmental factors, present the roles of marketing and marketing managers, and show the relevance of marketing for those who interact with or who are affected by marketing activities (such as consimiers). We also believe that a textbook should describe marketing concepts to readers in an interesting, comprehensive, and balanced manner. As we indicate at the beginning of Chapter 1, marketing is truly "an exciting, dynamic, and contemporary field."Although the basic components of marketing (such as consumer behavior, marketing research, and product, distribution, promotion, and price planning) form the foundation of any introductory-level marketing textbook, contemporary techniques and topics also need to be covered in depth. Among the contemporary topics that are examined in full chapter length in Marketing are strategic planning and marketing, consumer demographics, consumer life-styles and decision making, organizational consumers (including manufacturers, wholesalers, retailers, government, and nonprofit institutions), international marketing, service and nonprofit marketing, and marketing and society. Environmental effects are noted throughout the book.Marketing explains all major principles, defines key terms, integrates topics, and demonstrates how marketers make everyday and long-run decisions. Illustrations based on organizations such as American Express, DuPont, Holiday Corporation, Kentucky Fried Chicken, Mr. Goodwrench, Navistar, Nike, Perrier, Premier Industrial, 3M, Upjohn, Sony, the U.S. Postal Service, and Westinghouse appear in each chapter. The illustrations build on the textual material, reveal the exciting and dynamic nature of marketing, cover a wide variety of firms, and involve students in real-life applications of marketing.We began preparing the fourth edition oi Marketing after receiving input from professors throughout the country via both a detailed focus group session and a lengthy written questionnaire, talking with a number of students, and obtaining considerable feedback from the Macmillan sales force. Our objectives were to retain the material and features most desired from prior editions and to elicit suggestions for new material and features to be included in the fourth edition, while maintaining the appropriate length of the book.