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Marketing
Essentials

Eighth Edition

Dana-Nicoleta Lascu - University of Richmond, USA

March 2024 | 514 pages | SAGE Publications, Inc

Description
Contents

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.

Available Formats

ISBN: 9781957725420	Paperback	Suggested Retail Price: $116.00	Bookstore Price: $92.80
ISBN: 9781957725390	Electronic Version	Suggested Retail Price: $74.00	Bookstore Price: $59.20

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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

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