Effective Marketing

With its consolidated coverage (paperback and 17 chapters), Zikmund and d'Amico's Effective Marketing stands out not only for its ease of reading, but for its presentation of the marketplace as a dynamic interplay of relationships. The principles of marketing are presented in an integrated fashion, including the integration of the Internet and Wardlow CD-ROM throughout the text.

PART 1 Introduction

2

(102)

1 The Nature of Marketing

2

(24)

2 Marketing Management: Strategy and Ethical Behavior

26

(30)

3 Environmental Forces in a Diverse World: The Macroenvironment

56

(26)

4 The Microenvironment in an Era of Global Competition

82

(22)

PART 2 Analysis of Market and Consumer Behavior

104

(110)

5 Global Information Systems and Marketing Research

104

(30)

6 Consumer Behavior: Decision-Making Processes and Sociocultural Forces

134

(30)

7 Business Markets and Organizational Buying

164

(18)

8 Market Segmentation, Targeting, and Positioning Strategies

182

(32)

PART 3 Product Strategy

214

(72)

9 Basic Concepts About Goods, Services, and Ideas

214

(32)

10 New Products and Product Life Cycle Strategies

246

(40)

PART 4 Distribution Strategy

286

(64)

11 The Nature of the Value Chain and Distribution

286

(32)

12 Retailing and Wholesaling of Goods and Services

318

(32)

PART 5 Integrated Marketing Communications

350

(90)

13 Marketing Communications and Promotion Strategy

350

(22)

14 Advertising and Public Relations

372

(36)

15 Personal Selling, Sales Management, and Sales Promotion

408

(32)

PART 6 Pricing Strategy

440

(51)

16 Introduction to Pricing Concepts

440

(22)

17 Pricing Strategies and Tactics

462

(29)

Appendix A Careers and the Internet

491

(3)

Appendix B The Marketing Audit

494

(2)

Appendix C Marketing Arithmetic for Business Analysis

496

(6)

Glossary

502

(21)

Endnotes

523

(7)

Acknowledgments

530

(5)

Photo Credits

535

(2)

Name Index

537

(4)

Company/Product Index

541

(6)

Subject Index

547

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Summary

Table of Contents

Supplemental Materials