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Marketing
Essentials
Eighth Edition
- Dana-Nicoleta Lascu - University of Richmond, USA
Other Titles in:
Marketing (General)
Marketing (General)
March 2024 | 514 pages | SAGE Publications, Inc
Essentials is a shorter, more concise treatment than most competitors and is known for its "easy read" and memorable examples. The eighth edition updates every topic to reflect the transformative shifts in marketing in an era of rapid technological change and economic and political uncertainty. This edition presents the latest innovations and strategies in digital marketing – including social media marketing, mobile marketing, and online marketing. The eighth edition also offers fresh insights into the impact of environmental developments and explores new areas related to customer relationship management, customer valuation, marketing analytics, brand communities, dynamic pricing, and sustainability.
Part 1: Introduction to Marketing
Ch 1: Scope and Concepts of Marketing
Ch 2: The Environment of Marketing in the 21st Century
Part 2: Foundations of Marketing
Ch 3: Marketing Ethics, Regulations, and Social Responsibility
Ch 4: Consumer Behavior
Ch 5: Business-to-Business Behavior
Ch 6: The Marketing Strategy
Ch 7: Marketing Research
Part 3: Marketing Mix Strategies
Ch 8: Product Strategies
Ch 9: Services Marketing
Ch 10: Retailing and Channel Strategies
Ch 11: Pricing Strategies
Part 4: Marketing Communications
Ch 12: Integrated Marketing Communications
Ch 13: Digital and Social media Marketing
Ch 14: Promotions, Sponsorships, and Public Relations
Ch 15: Personal Selling and Direct Response Marketing