Thoroughly revised, this book comprehensively covers the modern marketing curriculum presented in leading business schools. Reflecting today's world, it emphasizes the global marketplace. A true-to-life hypothetical company is presented with explanation and analysis of both domestic and international marketing strategies. Books in this series are designed mainly for classroom use, and make excellent supplements to college texts. In adult education or business brush-up programs, they can serve as fine main texts.
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Book Description
Editorial Reviews
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Barron's Business Review Books make excellent supplements to college textbooks--and also serve as fine main texts in adult education courses or business brush-up programs. You'll find key business terms defined, important concepts reviewed, and pertinent examples of business transactions summarized. This up-to-date fourth edition of Marketing comprehensively covers the marketing curriculum as it is presented in leading business schools today. New in this edition is emphasis on the importance of technological and philosophical marketing strategy innovations that have evolved in recent years. In this regard, the author gives special attention to four interrelated systems: Decision Support Systems; Relational Marketing Systems; Integrated Marketing Communications Systems; and Balanced Scorecard Systems.
--This text refers to an alternate Paperback edition.
Barron's Business Review Books make excellent supplements to college textbooks--and also serve as fine main texts in adult education courses or business brush-up programs. You'll find key business terms defined, important concepts reviewed, and pertinent examples of business transactions summarized. This up-to-date fourth edition of Marketing comprehensively covers the marketing curriculum as it is presented in leading business schools today. New in this edition is emphasis on the importance of technological and philosophical marketing strategy innovations that have evolved in recent years. In this regard, the author gives special attention to four interrelated systems: Decision Support Systems; Relational Marketing Systems; Integrated Marketing Communications Systems; and Balanced Scorecard Systems.
--This text refers to an alternate Paperback edition.
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Most Helpful Customer Reviews
7 of 7 people found the following review helpful:
5.0 out of 5 stars
Good as primer or reference,
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This review is from: Marketing (Barron's Business Review) (Paperback)
Most marketing textbooks tend to be thematic, flashy, cluttered with "examples," and to a certain extent, they tend to extol the virtues of marketing. Not this book. Sanhusen gives a detailed, comprehensive review of the information presented in an introductory marketing class, in a format that can serve both as a primer and a reference. By omitting long explanations and numerous examples to illustrate a single point, this book presents the information in a straight forward, no nonsense manner. A fictitious company is presented in the first chapter, and it is used to reinforce key points in subsequent chapters. Other examples are not overtly woven into the fabric of the text, but discrete sections. If you are cramming for an exam, you can skip over them without the fear of missing any critical information. Compared to the other marketing texts I have read, this is by far the best, and would make an excellent resource for preparing for the CLEP marketing exam or as a supplement to a college text.
5 of 5 people found the following review helpful:
5.0 out of 5 stars
Great MBA program, or CLEP, prep,
By Michael T. Cox (Durham, NC United States) - See all my reviews
This review is from: Marketing (Barron's Business Review) (Paperback)
Your Business Review series is excellent. While this series was not designed for CLEPs or any of the other standardized examinations universities use to test accomplished areas of knowledge, I have found the entire series crucial for just that. Particularly as I am entering an MBA program. These volumes were precisely what I needed, and I have been telling everyone with even slight interest in these topics about them. Specifically, I am referring to the following books of the series (by title): Accounting, Business Statistics, Economics, Finance, Management, and Marketing.
5 of 5 people found the following review helpful:
5.0 out of 5 stars
Highly readable and very informative,
By A Customer
This review is from: Marketing (Barron's Business Review Series) (Paperback)
I used this book as a supplement to a (much drier) marketing textbook. I found that the author's easy writing style and use of real-life business situations made even difficult concepts easy to understand, and my enjoyment level of the course was greatly increased. Thanks for the help--I ended up with an "A" in the class!
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Inside This Book
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First Sentence:
This chapter introduces marketing functions, values, philosophies, and perspectives that inform the strategic marketing planning (SMP) process discussed throughout this book. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
marketing mix offerings, prospective target markets, qualified available market, target market members, other marketing mix elements, promotion mix elements, strategic planning grid, microenvironmental forces, strategic marketing planning process, marketing concept philosophy, price planners, rebuy situations, buyer decision process, physical distribution functions, pricing legislation, marketing research process, order getter, marketplace threats, marketing mix strategies, modified rebuy, judgmental techniques, new task situations, strategic marketing plans, devaluing country, regional economic communities Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Mighty Mind, Commerce Department, Latin American, South Korea, Merton Electronics, Lora Moore, Hong Kong, Business America, Department of Commerce, Saudi Arabia, New York, United Kingdom, European Union, Club Med, Second Chance, Asia Pacific, New Jersey, South America, World Bank, Eastern Europe, North America, Rice Krispies, World Wide Web, Campbell Soup New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
This chapter introduces marketing functions, values, philosophies, and perspectives that inform the strategic marketing planning (SMP) process discussed throughout this book. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
marketing mix offerings, prospective target markets, qualified available market, target market members, other marketing mix elements, promotion mix elements, strategic planning grid, microenvironmental forces, strategic marketing planning process, marketing concept philosophy, price planners, rebuy situations, buyer decision process, physical distribution functions, pricing legislation, marketing research process, order getter, marketplace threats, marketing mix strategies, modified rebuy, judgmental techniques, new task situations, strategic marketing plans, devaluing country, regional economic communities Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Mighty Mind, Commerce Department, Latin American, South Korea, Merton Electronics, Lora Moore, Hong Kong, Business America, Department of Commerce, Saudi Arabia, New York, United Kingdom, European Union, Club Med, Second Chance, Asia Pacific, New Jersey, South America, World Bank, Eastern Europe, North America, Rice Krispies, World Wide Web, Campbell Soup New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 14
books:
See all 14 books this book cites
- Global Marketing Management (7th Edition) by Warren J. Keegan on page 178
- Internationalization of Retailing (Oxford reports on retailing) by Alan D. Treadgold on page 502
- Occupational Outlook Handbook by U S Dept of Labor on page 10
- Consumer Behavior by Roger D. Blackwell on page 221
- How Many? (Slide and See Books) by Rh Value Publishing on page 210
See all 14 books this book cites
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