MARKETING CONNECTING WITH CUSTOMERS HARRELL G. FRAZIER G. Księgarnia

Gilbert D. Harrell , Michigan State University
Gary L. Frazier , University of Southern California

Published November 1998 by Prentice Hall Business Publishing

For introductory junior/senior-level courses in Principles of Marketing, and for graduate-level courses in basic marketing.

This text communicates precisely what today's outstanding marketers do-CONNECT...through technology, through relationships, and with diversity-globally and ethically. It provides a contemporary, exciting treatment of marketing that integrates the authors' years of teaching, research, and consulting experience with a bias for action and application to real world issues and forces.

Five supporting themes-Connecting through technology; relationships; and diversity; and connecting globally and ethically.
- Provides students with material that will shape the field of marketing well into the 21st century. Ex. Pg. 18-20, 289
Comprehensive use of the Internet.
- Gives students a relevant, user-friendly tool that integrates text material. Ex. Pg. 149, 211
Internet connections to over 100 leading-edge companies-As opening stories; text examples; box examples; and cases.
- Enables students to explore technology's effect on marketing in every chapter. Ex. Pg. 13
Early introduction to relationship marketing. Core theme throughout book.
- Emphasizes the importance of making solid, lasting connections, both internally (with employees) and externally (with customers). Ex. Pg. 516
Broad coverage of diversity.
- Demonstrates how and why today's progressive companies are moving to better understand the similarities and differences among diverse populations. Ex. Pg. 210, 299, 469, 540
Focus on globalization and ethics as supporting themes throughout the text.
- Presents these topics as they relate to each chapter, integrating their discussion seamlessly throughout the narrative. Ex. Pg. 112, 96
Over 300 full-color illustrations-In a 600-page paperback.
- Offers students the most streamlined presentation in the field-comparatively brief yet all encompassing. Ex. Pg. 288
Real-life chapter-opening vignettes.
- Highlights major points and Internet use, enabling students to connect to 18 companies.
Actual advertisements, vivid photos, graphics, and accessible writing style.
- Makes concepts and examples come alive in a clear, reader-friendly narrative. Ex. Pg. 9, 20, 67, 77
Approximately 40 special-interest boxes.
- Familiarizes students with the themes of relationships, technology, and diversity. Ex. Pg. 175, 171, 139
Integrative video cases.
- Provides students with material specifically designed to accompany the text. Ex. Pg. 3
Student career tip in each chapter.
- Gives students practical ideas on launching their careers and obtaining internships in an exciting field. Ex. Pg. 544, 286, 98
End-of-chapter cases with a website pathfinder.
- Guides students to additional information on the Internet.
CW/PHLIP (www.prenhall.com/harrell) online study guide, current events, marketing research.
1. Marketing: Connecting with Customers.
2. Customer Satisfaction and Loyalty: Building Value with Quality.
3. The Marketing Environment and Its Global Dimensions.
4. The Strategic Marketing Planning Process: Domestic and Global.
5. Marketing Information and Research.
6. Market Segmentation, Targeting, and Positioning.
7. Connecting with Customers: Understanding Consumer Behavior.
8. Business-To-Business Marketing.
9. Product Decisions and Strategies.
10. Product Planning, Development, and Management.
11. Services and Nonprofit Marketing.
12. Marketing Channels, Wholesaling, and Physical Distribution.
13. Retailing and Direct Marketing.
14. Integrated Marketing Communications.
15. Mass Communications: Advertising, Sales Promotion, and Public Relations.
16. Personal Selling and Sales Force Management.
17. Pricing Approaches.
18. Pricing Strategy.
Index.

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.