ISE Marketing

Shane Hunt, John Mello (Autoren)

Buch | Softcover

640 Seiten

2020 | 3rd edition
McGraw-Hill Education (Verlag)
978-1-260-57593-4 (ISBN)

Titel ist leider vergriffen;
keine Neuauflage

Artikel merken

Hunt Marketing emphasizes the universal importance of marketing, in business, but also in the lives of students, despite their major! The product, the 1st new Principles of Marketing product to be introduced in the past 10 years, was designed with an emphasis on student engagement and relevance, a focus embodied in these four key benefits:

• A career focus, to help students understand how marketing will support whatever career path they choose and how to develop their own personal brand. Features like Career Tips,Executive Perspectives and Today’s Professional Interviews make marketing relevant and engaging for the student and can found in every chapter.

• Integration of key topics that are part of the daily fabric of marketing— globalization, social media, ethics, and marketing analytics. These are covered THROUGHOUT the product and not in a single chapter.

• Seamlessly integrated results-driven technology. Shane Hunt writes all of the Connect application exercises and teaches using Connect every year! The narrative and Connect content were developed side-by-side, allowing for seamless integration and continuity of coverage.

• The right content for a semester-long course. Chapters are direct, concise,and approachable in length and written in an upbeat tone. In this newest edition, we have moved Personal Selling and Branding to earlier in the narrative.

Dr. C. Shane Hunt received his PhD in marketing from Oklahoma State University. Shane has won numerous awards for his teaching, including the 2010 National Inspire Integrity Award from the National Society of Collegiate Scholars, the 2010 Lt. Col. Barney Smith Award as Professor of the Year at Arkansas State University, the 2011 Excellence in Undergraduate Teaching Award, the 2015 Honors Professor of the Year Award, and the 2019 National Teaching Innovation Award presented by the Association of Collegiate Marketing Educators. Shane’s research has appeared in the Journal of Personal Selling and Sales Management, the Journal of Business Logistics, and other leading marketing journals. He has presented to numerous organizations including the American Marketing Association and the National Conference in Sales Management. After completing his MBA degree, Shane went to work for a Fortune 500 company in Tulsa, Oklahoma, and spent eight years working as a pricing analyst, product manager, and business development manager overseeing numerous strategic initiatives. In addition to his role as a professor, Shane also serves as a consultant, speaker, and board member for businesses and nonprofit organizations across the country. Shane is now the Dean of the College of Business and Michael C. Ruettgers Professor of Marketing at Idaho State University. He lives in Pocatello, ID, with his wife, Jenifer, and their two children, Andrew and Sarah. John E. Mello (PhD Tennessee) is a Professor of Supply Chain Management and Director, Center for Supply Chain Management, Arkansas State University. Prior to entering academia, he spent 28 years in the consumer-packaged goods industry in various supply chain management positions. He is the Neil Griffin College of Business Excellence in Graduate Teaching award winner for 2012 and 2018, and Excellence in Research for 2014. His research has been published in Foresight: The International Journal of Applied Forecasting, Journal of Business Forecasting, Journal of Business Logistics, Journal of Supply Chain Management, International Journal of Physical Distribution and Logistics Management, International Journal of Logistics Management, and Transportation Journal, Transportation Research Part E.

PART ONE Marketing in the Twenty-First Century
1. Why Marketing Matters to You
2. Strategic Planning
3. The Global Environment
PART TWO Understanding Your Customer
4. Consumer Behavior
5. Marketing Research
6. Product Development
7. Segmentation, Targeting, and Positioning
PART THREE Reaching Your Customer
8. Promotional Strategies
9. Personal Selling
10. Supply Chain and Logistics Management
11. Pricing
12. Retailing
13. Digital and Social Media Marketing
PART FOUR Responding to Your Customer
14. Branding
15. Customer Relationship Management
16. Social Responsibility and Sustainability

Erscheinungsdatum	02.02.2020
Zusatzinfo	80 Illustrations
Verlagsort	OH
Sprache	englisch
Maße	216 x 274 mm
Gewicht	1136 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-260-57593-4 / 1260575934
ISBN-13	978-1-260-57593-4 / 9781260575934
Zustand	Neuware