Focuses on all aspects of planning, coordinating, and executing marketing strategy. Features two new chapters, on service marketing and on international marketing. The make-up of the book is about 50% text and 50% cases. The Fifth Edition contains 25 new cases (for a total of 46). The cases run from 6 to 20 pages each and include extensive exhibits to facilitate analysis. Lotus 1-2-3 templates, a forecasting program, and data for doing SPSS analysis is available for use in various cases.
--This text refers to an out of print or unavailable edition of this title.
Book Description
Editorial Reviews
From the Back Cover
All the Skills Students Need to Succeed in Today's Competitive Business World Completely updated and revised, the Seventh Edition focuses on all aspects of planning, coordinating and executing a successful marketing strategy. Covering the key marketing management concepts, this popular and comprehensive text shows students how to apply the material in today's business environment. And with the help of 39 case studies, they'll quickly develop the decision-making and critical-thinking skills needed to solve realistic marketing problems. New Features of the Seventh Edition
* Updated Marketing in Action and Marketing Strategies boxes provide real-world examples that demonstrate how the material is applied in business.
* The Internet is fully integrated with all marketing activities. The authors provide broad Internet coverage and many examples in the distribution, direct marketing, promotion, services marketing, and advertising chapters.
* New "Applying. to" and "Integrating. with" sections highlight topical marketing and business areas.
* 26 new case studies have been added that cover a wide range of products and organizations. Most of these cases focus on the global business environment..
* Internet coverage is integrated throughout the book.
* Globalization is thoroughly discussed and the concepts are reinforced through examples, questions, and cases.
* SPSS(r) Student Version for Windows 9.0 is available to accompany the text. --This text refers to an out of print or unavailable edition of this title.
* Updated Marketing in Action and Marketing Strategies boxes provide real-world examples that demonstrate how the material is applied in business.
* The Internet is fully integrated with all marketing activities. The authors provide broad Internet coverage and many examples in the distribution, direct marketing, promotion, services marketing, and advertising chapters.
* New "Applying. to" and "Integrating. with" sections highlight topical marketing and business areas.
* 26 new case studies have been added that cover a wide range of products and organizations. Most of these cases focus on the global business environment..
* Internet coverage is integrated throughout the book.
* Globalization is thoroughly discussed and the concepts are reinforced through examples, questions, and cases.
* SPSS(r) Student Version for Windows 9.0 is available to accompany the text. --This text refers to an out of print or unavailable edition of this title.
About the Author
Douglas J. Dalrymple is Professor of Marketing in the School of Business at Indiana University. He received his DBA degree in marketing from Michigan State University and his MS and BS degrees from Cornell University. Professor Dalrymple has taught at the University of California, Los Angeles, the Georgia Institute of Technology, the University of San Diego, and the University of North Carolina, Greensboro. His research emphasize forecasting and sales force issues. Publications in which his articles have appeared included Journal of Personal Selling & Sales Management, Decision Sciences, Industrial Marketing Management, International Journal of Forecasting, Journal of Business Research, Business Horizons, California Management Review, and Applied Economics. Professor Dalrymple is the author or coauthor of 24 marketing books including Basic Marketing Management (2nd ed.), Sales Management: Concepts and Cases (6th ed.), Cases in Marketing Management, a computerized Sales Management Simulation (4th ed.), and two retailing texts. His books and articles have been translated into Spanish, C Chinese, Japanese, and Hebrew.
Leonard J. Parsons is professor of marketing at Georgia Institute of Technology's Dupree College of Management. He received his S.B. degree in chemical engineering from the Massachusetts Institute of Technology and his M.S.I.A. and Ph.D degrees in industrial administration with a specialization in marketing from Purdue University's Krannert School. He has taught at Indiana University and the Claremont Graduate School, and has been a visiting scholar at M.I.T., a Fulbright-Hays Senior Scholar at Katholieke Universiteit Leuven (Belgium), a visiting professor at INSTEAD (France), the Norwegian School of Marketing (Oslo), and U.C.L.A., an Advertising Educational Foundation Visiting Professor at Anheuser-Busch, and an Intercollegiate Center for Management Science Visiting Professor at the Center for Research on the Economic Efficiency of Retailing of the Facultés Universitaires Catholiques de Mons (Belgium) and at the European Institute for Advanced Studies in Management (Brussels). He has been a member of the European Marketing Academy's Executive Council, a member of the Graduate Management Admission Council's Research and Test (GMAT) Development Committee, chair of the American Statistical Association's Section on Statistics in Marketing, and a member of the Advisory Board of the American Marketing Association's Marketing Research Special Interest Group. He has served as marketing department editor of Management Science and associate editor of Decision Sciences, and has been on the editorial boards of the Journal of Marketing Research, the Journal of Marketing, and the Journal of Business Research. He has coedited special issues of the International Journal of Forecasting and the International Journal of Research un Marketing. He has coauthored or coedited five books, and Market Response Models: Econometric and Time Series Analysis, two programmed learning texts, seven chapters in books, and articles in journals such as the Journal of Marketing Research, Management Science, Operations Research, and Applied Economics. He has received several awards from the American Marketing Association, including the first place award in its National Research Design Competition, and a grant from the American Association of Advertising Agencies. He is member of Beta Gamma Sigma and Phi Kappa Phi and is listed in Who's Who in America. He is an expert on market response models, and his main interest is in marketing productivity. --This text refers to an out of print or unavailable edition of this title.
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