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Chapter 1 sets the stage by explaining to students the role and relevance of marketing to their lives. Students who have little affinity for marketing and are taking the course only because they "have to" will understand the relevance of marketing from the very first day of class.Chapter 2 explains the importance of strategic marketing planning for businesses and nonprofit organizations. Students are introduced to the elements of a marketing plan and then allowed to apply their knowledge as they develop a marketing plan focused on the most important product in their lives: themselves. In Chapter 3, students learn how the external environment influences marketing in an integrated way by examining how both local and global factors impact large companies, small businesses, and nonprofit organisations.In addition to describing the importance of good marketing research and the marketing research process, Chapter 4 illustrates how quality marketing research can drive other marketing decisions, such as new product development and sales forecasts, that are critical to an organization's bottom line. Chapter 5 introduces students to the critical elements of buyer behavior for both consumers and businesses in one chapter to help them better understand the similarities and differences between B2C and B2B marketing. Chapter 6 presents the product development process in a comprehensive way that reflects the real-world challenges in developing and marketing a new product. It also covers traditional product concepts like the consumer adoption process and the product life cycle and illustrates how factors such as ethics play a role in product decisions. In Chapter 7, students are exposed to the essential concepts of market segmentation and positioning in a dynamic way and learn about the challenges of segmenting and targeting markets in both the U.S. and in other parts of the world. Chapter 8 makes students aware of the various tools they can use to communicate the value of their products to customers and the shifting dynamics of promotional strategies, ranging from social media to personal selling. Chapter 9 includes coverage of transportation and inventory management, practical topics that real-world professionals cite as necessary skills for new college graduates to possess. In addition, it has more coverage of logistics than any other book for a very practical reason: logistics is one of the fastest growing and highest salary-generating fields in all of marketing. In response to market feedback on how instructors actually teach their course, pricing concepts have been consolidated into one chapter instead of two. Chapter 10 incorporates the most important elements of this topic into a concise chapter that engages students in pricing terms and strategy without burdening them with the additional content that is more appropriate in an advanced marketing course. Chapter 11 shows how tools such as social media and product packaging can be helpful in building a successful brand. In addition to learning how to measure brand performance and how to successfully develop a brand for businesses and nonprofit organizations, students are also asked to consider how to manage their own personal brand. Chapter 12 focuses on one of the core aspects of any great marketing organization: customer service. Whether a student works for a retailer, manufacturer, service provider, or nonprofit organization, the concepts and strategies discussed in this chapter will help them see the link between customer service and brand loyalty. Chapter 13 emphasizes the role social responsibility plays in marketing decisions by illustrating the economic and social benefits to the firm in developing sustainable marketing strategies. Finally, the chapter looks at the challenges marketers face in developing sustainable strategies across the globe. The final chapter wraps up the journey through marketing by teaching students how to measure marketing performance and compensate marketing employees. Ultimately, some of the strategies a student implements will work and some will not, but it is essential that they be able to evaluate the success or failure of their ideas and make the appropriate adjustments.
McGraw-Hill's newest Principles of Marketing franchise, Marketing by Shane Hunt and John Mello, covers all foundational marketing topics in fourteen focused, concise chapters geared toward illuminating the many connections between marketing, students' lives, and their future careers. Whether students pursue a major in marketing or another field, Marketing's focus on branding and understanding, reaching, and responding to customers makes Marketing the most practical choice for the Principles of Marketing course. Career tips throughout and a comprehensive marketing plan exercise focusing on the most important product in students' lives -- themselves -- is only further improved by the program's availability within Connect, where the adaptive SmartBook, iSeeIt Videos, Learning Objective Video Overviews, and other assignables make assignment management and reporting easy.
Autor: Shane Hunt, John E. Mello
Dr. Shane Hunt received his Ph.D. in Marketing from Oklahoma State University where he was a AMA Sheth Foundation and National Conference in Sales Management Doctoral Fellow. Shane is the recipient of the 2010 National Inspire Integrity Award from the National Society of Collegiate Scholars, the 2010 Lt. Col. Barney Smith Award as Professor of the Year, and the 2015 Honors Professor of the Year at Arkansas State University. Shane's research has appeared in the Journal of Personal Selling and Sales Management, The Journal of Business Logistics and he has been invited to present to numerous organizations including the American Marketing Association and the National Conference in Sales Management. Shane is also the co-author of McGraw-Hill's new Principles of Marketing textbook that is being used by students across the country. After completing his MBA at the University of Oklahoma, Shane went to work for a Fortune 500 company in Tulsa, OK and spent eight years working as a pricing analyst, product manager, and business development manager overseeing numerous Mergers and Acquisitions initiatives. Shane is now the Dean of the College of Business and Professor of Marketing at Arkansas State University and lives in Jonesboro, ARK with his wife Jenifer and their two children, Andrew and Sarah.

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Autor: Shane Hunt
ISBN-13 :: 9780077861094
ISBN: 0077861094
Erscheinungsjahr: 03.01.2014
Gewicht: 1293g
Seiten: 496
Sprache: Englisch
Altersempfehlung: 18 - 99 Jahre
Sonstiges: Buch, 282x224x25 mm
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