Product Description

Professor Richard Sandhusen’s brand-new and important fourth edition of Marketing explains how four digital-age systems have merged into one to change marketing and management practice as much in the past five years as in the previous half century. These systems--decision support, relationship marketing, integrated marketing communication, and balanced scorecard--receive detailed analysis in this extensively updated book, which also gives more comprehensive coverage to all aspects of the global marketplace than other currently-available textbooks on the subject. Here is vital information for students soon entering business in today’s ever more globally competitive world. Marketing presents a realistic hypothetical company as it faces business challenges and opportunities on a day-by-day basis. Although solidly grounded in marketing theory, the book explains marketing strategies within this realistic setting, showing many of the business tactics and decisions students are likely to confront in their own careers. The fictitious company’s domestic and international marketing strategies are explained and analyzed, and real-world examples of successful marketing campaigns by different kinds of companies are also included. Each chapter ends with an overview of essential concepts and match-up exercises that review the text’s material. Here is a popular and accessible new addition to Barron’s respected Business Review Series.

Product Details

• Amazon Sales Rank: #171503 in Books
• Published on: 2008-06-01
• Original language: English
• Number of items: 1
• Binding: Paperback
• 624 pages

Features

• ISBN13: 9780764139321
• Condition: NEW
• Notes: Brand New from Publisher. No Remainder Mark.
• Click here to view our Condition Guide and Shipping Prices

From the Inside Flap
(back cover)
Barron’s Business Review Books make excellent supplements to college textbooks—and also serve as fine main texts in adult education courses or business brush-up programs. You’ll find key business terms defined, important concepts reviewed, and pertinent examples of business transactions summarized. This up-to-date fourth edition of Marketing comprehensively covers the marketing curriculum as it is presented in leading business schools today. New in this edition is emphasis on the importance of technological and philosophical marketing strategy innovations that have evolved in recent years. In this regard, the author gives special attention to four interrelated systems: Decision Support Systems; Relational Marketing Systems; Integrated Marketing Communications Systems; and Balanced Scorecard Systems.

Customer Reviews

Good as primer or reference
Most marketing textbooks tend to be thematic, flashy, cluttered with "examples," and to a certain extent, they tend to extol the virtues of marketing.

Not this book.

Sanhusen gives a detailed, comprehensive review of the information presented in an introductory marketing class, in a format that can serve both as a primer and a reference. By omitting long explanations and numerous examples to illustrate a single point, this book presents the information in a straight forward, no nonsense manner.

A fictitious company is presented in the first chapter, and it is used to reinforce key points in subsequent chapters. Other examples are not overtly woven into the fabric of the text, but discrete sections. If you are cramming for an exam, you can skip over them without the fear of missing any critical information.

Compared to the other marketing texts I have read, this is by far the best, and would make an excellent resource for preparing for the CLEP marketing exam or as a supplement to a college text.

Great MBA program, or CLEP, prep
Your Business Review series is excellent. While this series was not designed for CLEPs or any of the other standardized examinations universities use to test accomplished areas of knowledge, I have found the entire series crucial for just that. Particularly as I am entering an MBA program. These volumes were precisely what I needed, and I have been telling everyone with even slight interest in these topics about them. Specifically, I am referring to the following books of the series (by title): Accounting, Business Statistics, Economics, Finance, Management, and Marketing.

Highly readable and very informative
I used this book as a supplement to a (much drier) marketing textbook. I found that the author's easy writing style and use of real-life business situations made even difficult concepts easy to understand, and my enjoyment level of the course was greatly increased. Thanks for the help--I ended up with an "A" in the class!