Basic Marketing

Interesting and Integrated Coverage of Marketing Practice: Hundreds of updated concepts, examples and best practices from across a broad variety of business and nonprofit organizations are included All New and Updated Cases Online Applications in Basic Marketing is now online - This is a collection of short, interesting and timely ?clippings? from the popular business press and now located on the OLC for easy access. The Four Ps.- Clear interesting and authoritative coverage of all the basics of marketing, organized using the four Ps framework and a managerial strategy planning focus. Marketing Strategy Process Planning Model:We have enhanced the clarity of content organization through this model which shows how each chapter?s material fits into the ?big picture.? This builds on a long-time strength of Basic Marketing, helping students integrate key marketing concepts. Integration of Special Topics: Careful incorporation of special topics such as e-commerce, marketing relationships, ethics and social responsibility, marketing over the Internet, and the marketing of services. These concepts cut across the marketing fabric and must be understood in this broader context for effective marketing strategy planning. Comprehensive Supplements: A flexible set of teaching and learning materials that help instructors meet their objectives and students efficiently learn marketing concepts. Author Commitment: Maintains an author team dedicated to continuous quality improvement that meets student and instructor needs. Beneficial Web Resources: Internet exercises that are more than an excuse to go to the web ? they demonstrate key concepts from each chapter.