Principles of Marketing
Published on 1. January 1997
Software
CD-ROM
978-0-538-84187-0 (ISBN)
Description
This CD-ROM contains presentations that combine simulations, animations, digital video, graphics and audio to create an interactive learning experience which focuses on the principles of marketing. It is comprised of 32 interactive modules which cover a broad range of marketing concepts. These concepts are representative of the four marketing perspectives that serve as the organizational structure for the product: micromarketing, macromarketing, buyer behaviour and strategy.
This CD-ROM contains presentations that combine simulations, animations, digital video, graphics and audio to create an interactive learning experience which focuses on the principles of marketing. It is comprised of 32 interactive modules which cover a broad range of marketing concepts. These concepts are representative of the four marketing perspectives that serve as the organizational structure for the product: micromarketing, macromarketing, buyer behaviour and strategy.
This CD-ROM contains presentations that combine simulations, animations, digital video, graphics and audio to create an interactive learning experience which focuses on the principles of marketing. It is comprised of 32 interactive modules which cover a broad range of marketing concepts. These concepts are representative of the four marketing perspectives that serve as the organizational structure for the product: micromarketing, macromarketing, buyer behaviour and strategy.
More details
Language
English
Place of publication
Mason, OH
United States
Publishing group
Cengage Learning, Inc
Target group
College/higher education
Professional and scholarly
Weight
181 gr
ISBN-13
978-0-538-84187-0 (9780538841870)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Part 1 Macromarketing: what is marketing?; a brief history of marketing; marketing philosophies; marketing's contemporary environment - the United States; marketing's contemporary environment - global markets; marketing ethics. Part 2 Micromarketing: the fundamental managerial process of marketing; marketing research; developing positioning - manipulating product-related variables; developing positioning - manipulating pricing-related variables; developing positioning - distribution; what is business logistics? - wholesaling and retailing; developing positioning - marketing communications; advertising; sales promotions; personal selling. Part 3 Buyer behaviour: defining consumer behaviour; consumer decision making; buying roles and decision; adoption and innovation; organizational buying. Part 4 Strategy: the organizational context of marketing; managing the business portfolio; marketing strategy development; the nature of competition; military strategy as inspiration for marketing strategy; social exchange theory and mutualism; managing for quality as strategy; the impact of global markets on marketing; writing the marketing plan.