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Foundations of Marketing Practice: An Applied Approach

Foundations of Marketing Practice: An Applied Approach

Author(s): KENNETH THOMPSON , David Strutton

Edition: 4

Copyright: 2023

Edition: 4

Copyright: 2023

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ISBN 9798765778128

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Faculty Review Copy

You engage perpetually in marketing. Regardless of what you do or eventually do for a living or with your life, you are a marketer.

Do you want more power, influence, and success; all the result of your own ethically and socially responsible behaviors, of course?

Your ability or lack of ability to market yourself and your ideas well will change the arc of your professional and personal life for better or worse. You need to fully learn marketing—from scratch. Imagine how much could be lost if you don’t.

Foundations of Marketing Practice: An Applied Approach:

  • expresses the benefits of creating, sustaining, and strengthening exchange relationships.
  • is largely based on the experiences of two authors who collectively have created, taught, and executed marketing principles for more than 50 years.
  • is Reader Friendly! Learning objectives, photos, diagrams, references, glossary, and an index help the student focus on important concepts and assess their comprehension.

Preface

Part I: What Is Marketing?
Chapter 1: Core Marketing Principles and Concepts
Chapter 2: The Strategic Marketing Management Process

Part II: Understanding Environments and Customers
Chapter 3: The Marketing Environment
Chapter 4: Managing Marketing Information
Chapter 5: Understanding Consumer Decision-Making and Behavior
Chapter 6: Understanding Organizational Markets and Organizational Buying Behavior
Chapter 7: Segmentation, Target Marketing, and Positioning

Part III: Managing the Marketing Mix
Chapter 8: Products, Services, and Life Cycle Management
Chapter 9: Brands and Brand Management
Chapter 10: Developing New Products
Chapter 11: Managing Supply Chains and Logistics
Chapter 12: Marketing Intermediaries: Wholesalers, Retailers, and Facilitating Agents
Chapter 13: Pricing Concepts, Objectives, and Strategies
Chapter 14: Setting Prices and Price Management
Chapter 15: An Introduction to Integrated Marketing Communications
Chapter 16: Advertising, Sales Promotion, Publicity, and Public Relations
Chapter 17: Personal Selling, Sales Management, and Digital Promotion

Part IV: Extending Basic Marketing Concepts and Practice
Chapter 18: Global Marketing
Chapter 19: Corporate Social Responsibility, Ethics, and Sustainability

Glossary

KENNETH THOMPSON
David Strutton

You engage perpetually in marketing. Regardless of what you do or eventually do for a living or with your life, you are a marketer.

Do you want more power, influence, and success; all the result of your own ethically and socially responsible behaviors, of course?

Your ability or lack of ability to market yourself and your ideas well will change the arc of your professional and personal life for better or worse. You need to fully learn marketing—from scratch. Imagine how much could be lost if you don’t.

Foundations of Marketing Practice: An Applied Approach:

  • expresses the benefits of creating, sustaining, and strengthening exchange relationships.
  • is largely based on the experiences of two authors who collectively have created, taught, and executed marketing principles for more than 50 years.
  • is Reader Friendly! Learning objectives, photos, diagrams, references, glossary, and an index help the student focus on important concepts and assess their comprehension.

Preface

Part I: What Is Marketing?
Chapter 1: Core Marketing Principles and Concepts
Chapter 2: The Strategic Marketing Management Process

Part II: Understanding Environments and Customers
Chapter 3: The Marketing Environment
Chapter 4: Managing Marketing Information
Chapter 5: Understanding Consumer Decision-Making and Behavior
Chapter 6: Understanding Organizational Markets and Organizational Buying Behavior
Chapter 7: Segmentation, Target Marketing, and Positioning

Part III: Managing the Marketing Mix
Chapter 8: Products, Services, and Life Cycle Management
Chapter 9: Brands and Brand Management
Chapter 10: Developing New Products
Chapter 11: Managing Supply Chains and Logistics
Chapter 12: Marketing Intermediaries: Wholesalers, Retailers, and Facilitating Agents
Chapter 13: Pricing Concepts, Objectives, and Strategies
Chapter 14: Setting Prices and Price Management
Chapter 15: An Introduction to Integrated Marketing Communications
Chapter 16: Advertising, Sales Promotion, Publicity, and Public Relations
Chapter 17: Personal Selling, Sales Management, and Digital Promotion

Part IV: Extending Basic Marketing Concepts and Practice
Chapter 18: Global Marketing
Chapter 19: Corporate Social Responsibility, Ethics, and Sustainability

Glossary

KENNETH THOMPSON
KENNETH THOMPSON
David Strutton
David Strutton