Marketing Essentials
MCDANIEL, C.
ISBN : 0324366078 /Barcode : 9780324366075
Y: 5 / 2007 543 pp.
Description :
In addition to the dozens of new examples in each chapter, we have added new topical content and recised and updated existing material throughout the book.
Part 1 We have retained the proven format of Chapter 1 ( An Overview of Marketing jobs,pay scales, preparation for interviewing, and what to ecpect the first year on the job. We have also moved the material on ethics and social responsibility to Chapter 1 to give student a solid beginning in these areas. A thoughtly revised Chapter 2 ( The Marketing Environment ) offers new content on demographics, including new material on woman as principal economic decision makers. We have completely recised the sections on Generation Y, Generation X, baby boomers, and older consumers,and on marketing to Hispanic Americans.
African Americans, and Asian Americans. The chapter contains new material on purchasing power and household income distribution across the United States.
United States. Chapter 3 ( Developing a Globle Vision) has been greatly recised changes in the global marketplace. We have updated the section on the impact of globalization on trade. There is new content on the effects of purchasing power across nations and the global distribution of wealth. Three new sections on the World Bank,the International Monetary Fund, and the effects of exchang rate are highly relevant for today's glogal marketer.
Table of content
Part 1 The World of Marketing
Part 2 Analyzing Marketing Opportunities
Part 3 Product and Distribution Decisions
Part 4 Promotion and Pricing Decisions