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- ISBN: 9780873934305 | 087393430X
- Cover: Paperback
- Copyright: 4/30/1999
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.