基本信息·出版社：South-Western, Div of Thomson Learning ·页码：592 页 ·出版日期：2001年02月 ·ISBN：032406392X ·条形码：9780324063929 ·装帧 ...
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Effective Marketing with InfoTrac College Edition |
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Effective Marketing with InfoTrac College Edition |
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基本信息·出版社：South-Western, Div of Thomson Learning
·页码：592 页
·出版日期：2001年02月
·ISBN：032406392X
·条形码：9780324063929
·装帧：平装
·正文语种：英语
内容简介 With consolidated coverage of the principles of marketing, Effective Marketing stands out for its ease of reading and useful presentation of the marketplace as a dynamic interplay of relationships. Mirroring the features of the comprehensive text, this edition appeals to instructors who seek a concise, strategic focus with integrated coverage of technology. Thorough treatment of e-commerce, emerging markets, new technologies, and hot marketing trends is provided. Concepts and topics are carefully discussed to helping readers adapt to and strategically plan for changes in the marketing environment.
作者简介 William G. Zikmund is a professor of marketing at Oklahoma State University. He received his bachelor of science in marketing from the University of Colorado, a masters of science from Southern Illinois University, and a PhD in business administration from the University of Colorado. Professor Zikmund worked in marketing research for Conway\Millikin Company and Remington Arms Company before beginning his academic career. In addition, he has extensive consulting experience with many business and not-for-profit organizations. Professor Zikmund has published many articles and successful textbooks. His books include Marketing, Effective Marketing, Exploring Marketing Research, and Business Research Methods. He is an active teacher who strives to be creative and innovate in the classroom. His books have been used in Universities in Europe, Asia, Africa, South America, and North America. More than one-half million students have read his books.
编辑推荐 Review I think the strengths of the Zikmund and d'Amico text are the visual appeal and content of the text. I also think the supplemental package is very good. I like the approach used by the authors and the incorporation of ethical and global issues. I think they have done a good job of combining theory and application of the theory into the text. This is very important.
From an overall perspective, the topics and chapters presented in Effective Marketing do a much more detailed job at meeting my course objectives [than my current text]. In addition, the heavy application of case studies to marketing situations helps to illustrate and "bring home" key concepts more clearly.
The writing style of the Zikmund text seems to be a bit more personal than the book I'm using, as if the author is sitting across a table from the student and telling the student face-to-face about the material.
