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Marketing Books and other
educational material regarding this subject. We
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1. Advertising, Promotion and Supplemental Aspects of
Integrated Marketing Communications by Terence A. Shimp,
Hardcover: 704 pages, Publisher: South-Western College
This book fully integrates all aspects of
marketing communication. While continuing to focus on
the time honored, IMC methods, the text has undergone a
significant revision to reflect new academic literature
and practitioner developments. Comprehensive treatment
on the fundamentals of advertising and promotion combine
with the Internet's impact on IMC. A major focus of this
revision, Internet issues have been seamlessly
integrated throughout the text to highlight the dynamic
relationship between basic marketing communication
concepts and the power of the Internet.
2. Essentials of Marketing by Charles W. Lamb, Joseph
F. Hair, Carl D. McDaniel, Paperback: 626 pages,
Publisher: South-Western Educational
This book is ideal for those who wish to incorporate
outside projects or readings into their course. Key
principles are illustrated by hundreds of fresh, new
examples, while the latest concepts and theories are
covered in detail with numerous illustrations. Organized
around the marketing mix, this thoroughly revised text
features a comprehensive ancillary package and companion
website.
3. Marketing : An Introduction (7th Edition) by Gary
Armstrong, Philip Kotler, Paperback: 720 pages,
Publisher: Prentice Hall
This accessible, streamlined introduction to marketing
by two of today's best-selling marketing authors helps
users master the basic principles and practices of
modern marketing in an enjoyable and practical way. The
new edition is an even more effective text than its
predecessors: it is complete, easy to manage, and
explains how marketing affects the big picture in
business and influences specific company divisions like
accounting, information technologies, finance,
operations, and human resources. Updated to present the
latest marketing thinking, it builds upon a framework
which positions marketing as the art and science of
creating value for customers in order to capture value
from customers in return. An excellent resource and tool
for those employed in the field of marketing and sales;
especially helpful for employees of global companies.
4. Consumer Behavior: Building Marketing Strategy,
9/e, (with DDB Needham Data Disk) by Delbert I Hawkins,
Roger J Best, Kenneth A Coney, Hardcover: 768 pages,
Publisher: McGraw-Hill/Irwin
Offers balanced coverage of consumer behavior including
the psychological, social, and managerial implications.
The new edition features current and exciting examples
that are tied into global and technology consumer
behavior issues and trends, a solid foundation in
marketing strategy, integrated coverage of
ethical/social issues and outlines the consumer decision
process. This textbook is known for its ability to link
topics back to marketing decision-making and strategic
planning which gives students the foundation to
understanding consumer behavior which will make them
better consumers and better marketers.5.
Business Marketing Management : A Strategic View of
Industrial and Organizational Markets by Michael D. Hutt,
Thomas W. Speh,Hardcover: 744 pages, Publisher:
South-Western College
Providing the most current and complete treatment of
business-to-business marketing, this comprehensive
market leader captures and integrates the latest
developments in market analysis, relationship
management, supply chain management, marketing strategy
development, and electronic commerce. Popular in both
the United States and Europe since its first edition,
the text provides expanded treatment of relationship
strategies, the technology adoption life cycle, strategy
formulation in high-tech industries, new product and
service development for business markets, and Internet
strategies.
6.
Internet Marketing, 2/e, with e-Commerce PowerWeb by
Rafi Mohammed, Robert J. Fisher, Bernard J. Jaworski,
Gordon Paddison, Hardcover: 768 pages, Publisher:
McGraw-Hill/Irwin
This is required reading for marketers and academics.
This textbook presents a “road-tested” framework to help
students and practitioners understand how to think about
and implement effective Internet marketing programs. The
focus is on using marketing levers to vary the level of
intensity that the consumer has with a Website to build
a relationship with the customer through four stages:
from Awareness, to Exploration/Expansion, to Commitment,
and possibly through Dissolution. This four stage
customer-centric framework shows readers how to use the
Internet to create intense and profitable relationships
with their customers.
7. E-Marketing, Third Edition by Judy Strauss,
Adel El-Ansary, Raymond Frost, Paperback: 608 pages,
Publisher: Prentice Hall
A five-part organization covers e-marketing in context,
e-marketing environment, e-marketing strategy,
e-marketing management, and a global perspective on
e-marketing. Special topics include competitive
strategies, e-marketing strategy development, marketing
planning, and performance metrics; and coverage of
cutting edge strategies beyond the web, m-marketing
(mobile), databases and analysis techniques, point of
purchase scanning, and more. For an e-understanding of
marketing and business.
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