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Marketing Books for College & University Students

Marketing Books for College1. 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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