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O książce

This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 43 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.

Spis treści

1. Foundations of Strategic Marketing Management.
Appendix A: A Sample Marketing Plan.

2. Financial Aspects of Marketing Management.
3. Marketing Decision Making and Case Analysis.
4. Opportunity Analysis, Market Segmentation, and Market Targeting.
Sorzal Distributors. Jones-Blair Company. eBay's Globalization Strategy. Camar Automotive Hoist. Vector Marketing Corporation: Growth Drivers. Frito-Lay® Dips. South Delaware Coors, Inc.

5. Product and Service Strategy and Brand Management.
Dr. Pepper/Seven Up, Inc.: Squirt® Brand. Zoëcon Corporation: Insect Growth Regulators. Soft and Silky Shaving Gel. Perpetual Care Hospital: Downtown Health Clinic. Procter & Gamble, Inc.: Scope. Frito Lay Company: Cracker Jack. Swisher Mower and Machine Company: Evaluating a Private Brand Opportunity.

6. Integrated Marketing Communication Strategy and Management.
Carrington Furniture, Inc. (A). Carrington Furniture, Inc. (B). Cadbury Beverages, Inc.: Crush® Brand. Drypers Corporation: National Television Advertising Campaign. Craft Marine Corporation. Godiva Europe. Make-up Art Cosmetics Ltd.

7. Marketing Channel Strategy and Management.
Gateway, Inc. Golf Logix: Measuring the Game of Golf. Goodyear Tire and Rubber Company. Steel Door Technologies. Masterton Carpet Mills, Inc.

8. Pricing Strategy and Management.
Southwest Airlines. Superior Supermarkets: Everyday Low Pricing. Burroughs Wellcome Company: Retrovir. Leiber Light. Augustine Medical, Inc.: The Bair. Hugger® Patient Warming System. Texas Instruments: Global Pricing in the Semiconductor Industry.

9. Marketing Strategy Reformulation: The ControlProcess.
Affiniscape, Inc. Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment. The Circle K Corporation. 3M Telecom Systems Division: Fibrlok™ Splice. Macon Museum of Art.

10. Comprehensive Marketing Programs.
Nintendo--The Launch of Game Boy Color. Show Circuit Frozen Dog Dinner. Unilever Canada: Becel Margarine. Frito-Lay, Inc.: SunChips™ Multigrain Snacks. CIMA Mountaineering, Inc. Blair Water Purifiers India.

Appendix: Preparing a Written Case Analysis.

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Setki kolowych zdjęć i nowy materiał, opisujący m.in. alfabety, grafikę japońską i holenderską oraz wpływ nowych technologii na współczesny design. Wszystko to sprawia, że książka jest “lekturą obowiązkową” dla wszystkich, którzy interesują się lub zajmują designem.
Spis treści

Preface
Preface to the first edition
Acknowledgments

1 The Prologue to Graphic Design: The visual message from prehistory through the medieval era
1 The Invention of Writing 4
2 The Asian Contribution 17
3 Alphabets 27
4 Illuminated Manuscripts 39
2 A Graphic Renaissance: The origins of European typography and design for printing
5 Printing Comes to Europe 58
6 The German Illustrated Book 71
7 Renaissance Graphic Design 86
8 An Epoch of Typographic Genius 108
3 The Industrial Revolution: The impact of industrial technology upon visual communications
9 Typography for an Industrial Age 126
10 Photography, the New Communications Tool 135
11 Popular Graphics of the Victorian Era 145
12 The Arts and Crafts Movement 162
13 Ukiyo-e and Art Nouveau 179
4 The Modernist Era: Graphic design in the first half of the twentieth century
14 The Genesis of Twentieth-Century Design 210
15 The Influence of Modern Art 231
16 Pictorial Modernism 249
17 A New Language of Form 262
18 The Bauhaus and the New Typography 278
19 The Modern Movement in America 300
5 The Age of Information: Graphic design in the global village
20 The International Typographic Style 320
21 The New York School 337
22 Corporate Identity and Visual Systems 363
23 The Conceptual Image 390
24 National Visions within a Global Dialogue 414
25 Postmodern Design 432
26 The Digital Revolution 455

Epilogue
Selected Bibliography
Picture Credits
Index

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Książka to spojrzenie na marketing z praktycznej perspektywy managerskiej. Autor ilustruje setkami przykładów główne decyzje podejmowane przez osoby odpowiedzialne za marketing w swoich organizacjach. Wydanie dziesiąte zwraca szczególną uwagę na relacje marketera z otoczeniem: klientami, partnerami biznesowymi itp. Książka polecana dla wszystkich zajmujących się marketingiem.

Spis treści

I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.

1. Marketing: Managing Profitable Customer Relationships.
2. Company and Marketing Strategy: Partnering to Build Customer Relationships.
3. Marketing in the Digital Age: Making New Customer Connections.

II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.

4. The Marketing Environment.
5. Managing Marketing Information.
6. Consumer Markets and Consumer Buyer Behavior.
7. Business Markets and Business Buyer Behavior.
8. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.

III. DEVELOPING THE MARKETING MIX.

9. Product, Services, and Branding Strategies.
10. New-Product Development and Product Life-Cycle Strategies.
11. Pricing Considerations and Approaches.
12. Pricing Strategies.
13. Marketing Channels and Supply Chain Management.
14. Retailing and Wholesaling.
15. Integrated Marketing Communication Strategy.
16. Advertising, Sales Promotion, and Public Relations.
17. Personal Selling and Direct Marketing.

IV. MANAGING MARKETING.

18. Creating Competitive Advantage.
19. The Global Marketplace.
20. Marketing and Society: Social Responsibility and Marketing Ethics.

APPENDIXES.

1. Measuring and Forecasting Demand.
2. Marketing Arithmetic.
References.
Credits.
Glossary.
Index.

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.

The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools.

For marketing professionals and ad agency account executives.

Spis treści

Pt. 1 The IMC foundation 2

1 Integrated marketing communications 2
2 Corporate image and brand management 28
3 Buyer behaviors 60
4 Promotions opportunity analysis 94

Pt. 2 IMC advertising tools 130

5 Advertising management 130
6 Advertising design : theoretical frameworks and types of appeals 162
7 Advertising design : message strategies and executional frameworks 196
8 Advertising media selection 230

Pt. 3 IMC promotional tools 274

9 Trade promotions 274
10 Consumer promotions 306
11 Personal selling, database marketing, and customer relationship management 336
12 Public relations, sponsorship programs, and regulations 370

Pt. 4 IMC integration tools 406

13 Internet marketing 406
14 IMC for small businesses and entrepreneurial ventures 436
15 Evaluating an integrated marketing program 458

Stan

Niewielkie ślady używania na okładce (drobne pęknięcie wewnątrz przy grzbiecie książki). Wewątrz jedno lub dwa zaznaczenia.

Spis treści

Chapter 01 Consumer Behavior: Meeting Changes and Challenges

Chapter 02 The Consumer Research Process

Chapter 03 Market Segmentation and Strategic Targeting

Chapter 04 Consumer Motivation

Chapter 05 Personality and Consumer Behavior

Chapter 06 Consumer Perception

Chapter 07 Consumer Learning

Chapter 08 Consumer Attitude Formation and Change

Chapter 09 Communication and Consumer Behavior

Chapter 10 The Family and Its Social Class Standing

Chapter 11 Influence of Culture on Consumer Behavior

Chapter 12 Subcultures and Consumer Behavior

Chapter 13 Cross Cultural and Global Consumer Behavior

Chapter 14 Diffusion of Innovations

Chapter 15 Consumer Decision Making and Beyond

Chapter 16 Consumers Social Responsibility and Green Marketing

Stan

Niewielkie ślady używania na okładce, minimalne rozklejenie. Wewnątrz zaznaczenia na kilku stronach.

O książce

Popularny amerykański podręcznik do socjologii. Autor prezetuje współczesne spojrzenie na główne teorie, uwzględniając globalną perspektywę i różnice międzykulturowe. Tekst skierowany dla wszystkich zainteresowanych socjologią.

Spis treści

Pt. I The Foundations of Sociology

1 The Sociological Perspective 1
2 Sociological Investigation 31

Pt. II The Foundations of Society

3 Culture 61
4 Society 93
5 Socialization 123
6 Social Interaction in Everyday Life 151
7 Groups and Organizations 175
8 Deviance 205

Pt. III Social Inequality

9 Social Stratification 239
10 Social Class in the United States 263
11 Global Inequality 291
12 Race and Ethnicity 319
13 Sex and Gender 349
14 Aging and the Elderly 381

Pt. IV Social Institutions

15 Family 405
16 Education 439
17 Religion 467
18 Politics and Government 497
19 The Economy and Work 529
20 Health and Medicine 557

Pt. V Social Change

21 Population and Urbanization 587
22 Collective Behavior and Social Movements 617
23 Social Change and Modernity 639

Stan

Minimalne ślady używania na okładce. Wewnątrz jedno lub dwa zaznaczenia. Płyta CD z materiałami dodatkowymi.

O książce

This text remains the only text in the market that presents a balance of financial theory and applications. The authors maintain the same four goals as with the first edition: helping learners to make good financial decisions, providing a solid text for the introductory MBA course, motivating learners by demonstrating finance is relevant and interesting, and presenting the material clearly.

Spis treści

PART I. FUNDAMENTAL CONCEPTS OF FINANCIAL MANAGEMENT

1. An Overview of Financial Management and the Financial Environment
2. Time Value of Money
3. Financial Statements, Cash Flow, and Taxes
4. Risk and Return: The Basics
5. Risk and Return: Portfolio Theory and Asset Pricing Models

PART II. SECURITIES AND THEIR VALUATION

6. Bonds and Their Valuation
7. Stocks and Their Valuation
8. Financial Options and Their Valuation

PART III. PROJECTS AND THEIR VALUATION

9. The Cost of Capital
10. The Basics of Capital Budgeting: Evaluating Cash Flows
11. Cash Flow Estimation and Risk Analysis
12. Real Options

PART IV. CORPORATE VALUATION

13. Analysis of Financial Statements
14. Financial Planning and Forecasting Pro Forma Financial Statements
15. Corporate Valuation, Value-Based Management, and Corporate Governance

PART V. STRATEGIC FINANCING DECISIONS

16. Capital Structure Decisions: The Basics
17. Capital Structure Decisions: Extensions
18. Distribution to Shareholders: Dividends and Repurchases

PART VI. TACTICAL FINANCING DECISIONS

19. Initial Public Offerings, Investment Banking, and Financial Restructuring
20. Lease Financing
21. Hybrid Financing: Preferred Stock, Warrants, and Convertibles

PART VII. SPECIAL TOPICS

22. Working Capital Management
23. Derivatives and Risk Management
24. Bankruptcy, Reorganization, and Liquidation
25. Mergers, LBOs, Divestitures, and Holding Companies
26. Multinational Financial Management

WEB CHAPTERS

27. Providing and Obtaining Credit
28. Advanced Issues in Cash Management and Inventory Control
29. Pension Plan Management
30. Financial Management in Not-for-Profit Businesses