Book Description
Marketing, 8e by Kerin, Hartley, Berkowitz, and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty—from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program.
Customer Reviews:
Comprehensive overview of marketing fundamentals!!! .......2007-08-21
This book was actually used as a textbook for an online course Essentials of Marketing. The marketing fundamentals are divided into 5 parts; (i) Initiating the Marketing Process, (ii) Understanding Buyers and Markets, (iii) Targeting Marketing Opportunities, (iv) Satisfying Marketing Opportunities and (v) Managing the Marketing Process.
Part I lays the foundation for the entire book, explaining what marketing and strategic marketing process are, and relate the importance of environmental, ethical and social responsibility factors to the marketing actions. It mentions briefly the use of BCG (Boston Consulting Group) business portfolio analysis to quantify performance measures and growth targets to analyze a firm's business units. Similarly firms can also view growth opportunities using the market-product analysis. The 3 key phases in a strategic marketing process (planning, implementation and control) are introduced. More details on each step in the planning phase is provided, such as SWOT (strength, weakness, opportunity, threat) analysis, environment scanning, market-product grid, market segmentation, target markets, developing the marketing program 4Ps( product, price, place / distribution, promotion), budgeting, etc.
Part II discusses on the ultimate consumer and organizational (industrial, reseller, government) markets and buyer behavior. The NAICS allows the classification or common industry definitions of industrial, reseller and government markets for Canada, Mexico and US. The breakdown or definition of the NAICS is shown in detail. On a global perspective, the dynamics of the world trade is discussed. Porter's diamond of national competitive advantage shows the 4 key elements affecting world trade; factor conditions, demand conditions, related and supporting industries and company strategy, structure and rivalry. Further on, 4 global market-entry strategies are discussed next; exporting, licensing, joint venture and direct investment, in terms of the marketing mix (product, promotion, distribution and pricing) strategies.
Part III discusses the key marketing methods and then focuses on the marketing efforts on those key segments most likely to buy the product. The role of marketing research and the 5-step marketing research approach leading to marketing actions are defined. From the market research conducted, the 5-steps in segmenting and identifying the target markets, product positioning and sales forecasting techniques can be performed.
Part IV covers the 4Ps of the marketing mix that can be used to implement the marketing program. It provides correlation of the stages of the product life cycle (introduction, growth, maturity and decline) to the specific marketing objective (gain awareness, stress differentiation, maintain brand loyalty and harvesting/deletion) and the characteristics of the product, price, promotion and place strategy. 3 ways can be used to manage a product through its life cycle; modifying the product, modifying the market and repositioning the product. A brief discussion is on branding and brand management. The differences between products and services are highlighted. The 6 steps in setting price are discussed next. A few factors will affect the pricing decisions such as the type of competitive market (pure monopoly, oligopoly, monopolistic competition, pure competition), the pricing objectives and constraints, the estimation of demand and revenue, the determination of cost, volume and profit relationships, etc. Various pricing strategies such as skimming, penetration, prestige, bundle, standard markup, cost-plus, target return on investment, loss leader, etc can help to select an approximate price level. Following this, the marketing channels of distribution is discussed next. The channels' terminologies (broker, wholesaler, retailer, distributor, dealer), functions (transactional, logistical, facilitating), structure (direct versus indirect channel) and organization (traditional, vertical marketing system) are introduced. An entire chapter is dedicated to supply chain and logistics management. This section concludes with the promotion factor of the marketing mix. The concept of integrated marketing communications (IMC) is introduced as designing marketing communications programs that coordinate all promotional activities (advertising, personal selling, sales promotion, public relations, direct marketing) to provide a consistent message across all audiences. Guidelines are given on developing an IMC program. Since selling must be managed if it is going to contribute to a firm's marketing objectives, the sales management process is next explained.
The last part, part V, shows how marketing weave a myriad of controllable (4Ps of the marketing mix elements) and uncontrollable (environmental scanning) factors into interactive, traditional and multi-channel marketing programs. Among the marketing channels available, interactive marketing allows for interaction, individualization and customer relationship building through the choices of choiceboards, collaborative filtering, etc. The 3 phases (planning, implementation, control) in the strategic marketing process are again reviewed. Under planning phase, 3 marketing planning frameworks can be used; Porter's generic strategies, profit enhancement options and market-product synergies. Guidelines are provided for an effective marketing plan. As for the implementation phase, there is a need to schedule precise tasks, responsibilities and deadlines, as well as a marketing organization. The final control phase involves measuring results using sales analysis, profitability analysis and ROI marketing, and ends with taking appropriate marketing actions.
Overall, each chapter guides you on writing individual sections of the marketing plan. An example of a marketing plan is provided in Appendix A. In addition, there are case studies based on actual companies' experiences. Since finance is intertwined within marketing concepts, Appendix B gives an introduction into the financial aspects of marketing. In addition, this book pinpoints to a few websites where you can obtain more information such as www.supplychainbrain.com, www.census.gov, etc.
One of the setbacks is on the topic of building a price foundation. This book elaborates only on the demand curve, with no mention on the supply curve at all. Since pricing is based on the laws of supply and demand, I feel the supply curve needs to be taken into account as well. Another setback is the book does not delve deep into each subject matter. As an example, for pricing, this book highlights various methods of pricing such as price penetration, price skimming, target return on sales, cost-plus or standard markup. It provides definitions and only brief elaborations. For further understanding, other specialized resources have to be used such as courses or books on pricing, etc.
Nevertheless, this book is highly recommended for someone who is interested to gain an initial understanding on marketing.
Easy read.......2007-06-08
This is a great marketing and management book, easy to read, up to date examples and study cases. The website also provides videos of the cases if you don't like to read.
Marketing book.......2006-11-06
The book was received in great condition. There was no CD in it as I expected, but the overall purchase was very pleasant. Thank you.
Excellent Overview of marketing for undergrads.......2006-08-08
This book is an excellent resource for undergraduate marketing classes. The teacher materials (videos and cases) are solid and interesting. I have used this textbook for several years with great success.
I would like to see a bit more work in the book on B2B E-Commerce, which is so important as a business driver today.
Excellent topics with real-life samples.......2006-05-16
I love to read this book. The book contains interesting topics for basic marketing. However, it's a bit pricey on the shelf.
Book Description
The 15th Edition of Basic Marketing by Perreault and McCarthy builds upon its pioneering beginnings that introduced the “four Ps” to the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers focus on and how best to meet their needs. Over many editions there has been constant changes in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing’s best practices and ideas. Throughout all of these changes, Basic Marketing and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. At the crux of Basic Marketing by Perreault and McCarthy is the thorough integration of the latest marketing themes, topics, and examples – all of which have been carefully blended with the text’s traditional strengths of clear, accessible communication, a focus on management decision-making in marketing, and the complete coverage of special topics like technology, ethics, global, relationship marketing, and services. Another key advantage of Basic Marketing is author Bill Perreault himself. Where most principles of marketing texts rely on a host of separate supplement authors, Perreault is the highly involved with or creator of every item in the carefully integrated, robust package. This unique involvement ensures quality, accuracy, and reliability.
Book Description
MARKETING: THE CORE, 1/e by Kerin, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 7/e, but in a shorter, more concise package. The Core distills Marketing’s 22 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester/quarter. Instructors using The Core also benefit from a full-sized supplements package that surpasses anything offered by the competition, while students will appreciate the easy-to-read paperback format that’s equally kind to both the eyes and the pocketbook. The Core is more than just a “baby Kerin”; it combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors.
Customer Reviews:
excellent.......2007-03-09
the book was in great condition and it was shipped on time which means alot when you are taking college courses.
Book Description
Basic Business Communication (BBC), 10/e by Lesikar and Flatley provides both student and instructor with all the tools needed to navigate through the complexity of the modern business communication environment. Exciting new student resources, including a subscription to the Merriam Webster Collegiate website and an enhanced CD-ROM, allow students to practice and master concepts in fun and interesting ways. BBC attends to the dynamic, fast-paced, and ever-changing means by which business communication occurs by being the most technologically current and pedagogically effective books in the field. It has realistic examples that are both consumer-and business-oriented.
Customer Reviews:
Exactly what I ordered........2006-06-29
This text book was the correct version in new condition. It was also at a great price and reached Japan in a week.
Great book for everyday writing .......2004-12-06
This item was great and very helpful in my businesswriting class!
Book Description
Marketing: Principles and Perspectives is a cutting edge text. In the first edition, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication and Direct Marketing. In the second edition we continued our modern coverage by integrating cross-functional teams, customer loyalty, and the Internet / technology. The third edition includes an E-Commerce chapter and continues to fully integrate the Internet throughout. The authors not only talk about what marketing is, but prepare the students to be marketers by involving them in interactive exercises which strengthen decision making skills. Marketing, Third Edition offers the latest coverage, quality professor supplements, and an interactive student web tool and still it is approximately $20 less than most principles of marketing competitors.
Average customer rating:
- Very pleased!
- Not bad reading
- Its a very good book with power to let me understand
|
Marketing W/Student CD-ROM and PowerWeb
Michael J Etzel ,
Bruce J Walker ,
William J Stanton ,
Michael Etzel ,
Bruce Walker , and
William Stanton
Manufacturer: McGraw-Hill/Irwin
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Binding: Paperback
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Marketing: Principles and Perspectives, 4/e (Paperback) (Mcgraw-Hill/Irwin Series in Marketing)
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Basic Marketing w/ Student CD, PowerWeb, & Apps Manual [2004-05] (Student Package #1)
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Practice of Public Relations, The (10th Edition)
ASIN: 0072553723 |
Book Description
Marketing, 13/e, by Etzel, Walker and Stanton continues to be a popular, low-cost, paperback option in the Principles market. This text is thoroughly revised, completely updated, and continues to incorporate technology, and feature in-text and boxed examples that highlight global issues, technology, ethics, and applied decision making, chapter opening cases, and part-ending cases. Other marketing themes integrated throughout the text include critical and current themes such as global marketing, customer relationship management, small business and entrepreneurship. This edition features a completely new design, a new Student CD-ROM, a revised supplements package and an interactive web page.
Customer Reviews:
Very pleased!.......2005-09-15
I saved so much money on this book! The delivery was fast--just like you promised! Thanks.
Not bad reading.......2002-06-12
I got this book for my Marketing 101 class and is not that bad. It used real like cases of all sorts of companies to explain the concepts outlined in the book. I personally am not a fan of reading, especially for school, but this book is pretty good. The only reason it doesn't get 5 stars is because I HAD TO buy it.
Its a very good book with power to let me understand.......1999-01-29
It has very good chapters. Cases are related to real life with topics about actual companies and their marketing strategies.This book contains the best knowledge for a biggener
Book Description
Marketing, 7e by Kerin, Berkowitz, Hartley, and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty—from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program.
Customer Reviews:
Marketing Fluff!.......2004-10-09
It's pretty and colorful and has more sidebars than text. It starts with a ten page "why this book is great" embedded review and continues making it pretty throughout the book.
But there is no content. The basic form of the book is to define a few terms, define a chart, have some barely related case study, go to the next chapter. It's an easy book to teach from, but a horrible book to learn from. For example, it brings up the four P's (Place, Promotion, Price, Product) with a paragraph or two for each. It completely misses the idea that place might have changed from this new Internet thing. Another book might mention how a major online retailer might immediately give you 25% ACD (All Commodity Distribution %) or discuss the importance of WalMart and mass retailers. This book just blithy continues on, secure in the knowledge that you know the definition for the test.
The whole book is written as if you purchased a set of flashcards.
Study guide 7th ed for Marketing 7th ed Authors: Kerin, etc.......2004-08-24
This is a MUST book to have to assist you with studying and mastering your marketing still while getting an "A" for this course. I took this marketing class and all the test questions were on the tests that I could not even believe it. Besides that, I used this book if I dont have time to read all the chapters again before the tests.
This book is optional but you will find how valuable it is for studying for your tests.
Effective learning approach.......2001-10-20
Great tutorial that helped me get a A on my final ezam. Amust have to review important concepts and terms.
Marketing text.......2000-03-31
It's a great book because of it's extensiveness.
Average customer rating:
|
Marketing w/PowerWeb
Michael J Etzel ,
Bruce J. Walker , and
William J Stanton
Manufacturer: McGraw-Hill/Irwin
ProductGroup: Book
Binding: Paperback
General
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Advertising
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| Qualifying Textbooks - Fall 2007
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ASIN: 0072430346 |
Book Description
Etzel, Walker, Stanton’s Marketing, 12th Edition will continue to be a low-cost alternative in a paperback format, now including free access to PowerWeb. It incorporates technology throughout; in-text and boxed examples, chapter opening cases, and part-ending cases. This book was the first to incorporate WWW addresses and in this edition the authors go well beyond that with an in-depth look at how companies are making technology an important part of their successful marketing strategies. The authors have also made it a priority to integrate other important and current themes such as global marketing, customer relationships, small business and entrepreneurship. In this edition, the global marketing chapter was moved to the first part of the book (chapter 3) to introduce its importance early. Global examples and coverage are then integrated throughout. This edition offers a completely new design, a revised supplements package, a new interactive web page and a special package with Annual Edition online.
Book Description
Marketing: Principles and Perspectives, 4e is a cutting edge text. In the first edition, we demonstrated this leading coverage with our strong integration of Integrated Marketing Communication and Direct Marketing. In the second edition we continued our modern coverage by integrating cross-functional teams, customer loyalty, and the Internet / technology. The third edition includes an Internet Marketing chapter and continues to fully integrate the Internet throughout. The authors not only talk about what marketing is, but prepare the students to be marketers by involving them in interactive exercises which strengthen decision making skills. Marketing, 4e offers the latest coverage, quality professor supplements, and an interactive student web tool and still it is approximately $20 less than most principles of marketing competitors. The perspectives approach is present in the fourth edition, however, the over-riding theme concentrates on building customer equity.
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