Marketing

Marketing: A Situational Approach is a new book that is the direct result of listening to what business leaders and marketing professors told us. It occurred to us that the environment is not completely uncontrollable as depicted in many current marketing models. Marketing is not at the complete mercy of external forces. Every factor in the environment is represented by persons: markets buyers; social and culture special interest groups; land, labor, capital, technology suppliers; legal governments; and competitive competitors. Marketing is people oriented, and marketers can affect, through influence, the attitudes and behavior of all these people.Important marketing themes that have been incorporated in each chapter throughout the text include: Small Business Coverage, Global Marketing, Social Responsibility, Ethics, Services and Nonprofit marketing. Marketing involves decisions, and the text is built around a simple decision model. The focus is on a marketing target and a marketing mix.

I. The Essentials of Marketing 1. Introduction to Marketing 2. Management of Marketing and Information Systems 3. Research for Marketing II. Select Marketing Target 4. Introduction to the Marketing Target 5. Consumers: A Part of the Target 6. Institutional Buyers and Suppliers in the Target 7. Special Interest Groups and Governments in the Target 8. Competitors in the Target III. Product Policies 9. Introduction to Product Policies 10. Policies of the Product Mix 11. Packaging, Branding, and Labeling Policies 12. Service Policies IV. Place Policies 13. Introduction to Place Policies 14. Policies of Firms in the Initial and Intermediate Sorts 15. Policies of Firms in the Final Sort 16. Policies of Physical Distribution V. Pricing Policies 17. Price Determination 18. Price Policies VI. Promotion Policies 19. Promotion Strategy and Marketing Communication 20. Advertising and Public Relations 21. Sales Promotion and Personal Selling VII. Developments in Marketing 22. Ethical and Social Responsibility 23. Nonprofit Applications of Marketing 24. Careers in Marketing