The Big Book of Marketing

Proven prescriptions to world-class marketing—from the top professionals in their field!The most comprehensive and authoritative guide of its kind, The Big Book of Marketing offers a practical, real-world approach that other marketing books lack.Marketing experts from 86 of the world's most successful companies weigh in to provide you with expert guidance on all the essentials and best practices critical to developing and managing a world-class marketing campaign. Among the contributors are:GE on market planningMerck on consumer purchasing behaviorCostco on retailingMcDonald's on international marketingAccenture on supply chain managementUnited Airlines on pricingNowhere else will you find such a practical approach to so many marketing issues. Whatever business you're in—retail and manufacturing to service and nonprofit—The Big Book of Marketing provides the fundamentals you need to propel your company to the top spot of its industry.CHAPTERS INCLUDE:Planning, Marketing Research, Consumer Purchasing Behavior, Organizational Purchasing Behavior, Promotion Management, Selling and Sales Management, Advertising, Public Relations, Promotional Marketing, Direct Marketing, Management, Product Packaging, Product Pricing, Product Quality, Supply Chain Management, Wholesaling, Warehousing, Transportation, Retailing, Legal/Ethics/Social Responsibility, Environment, International Case Study, Financing the Marketing Plan