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Search - Anderson, Strategic Marketing Management, 2nd Edition Plus Ferrell, Ethics Reader

Anderson Strategic Marketing Management 2nd Edition Plus Ferrell Ethics Reader
Author: Anderson

Emphasizing change and innovation in the 21st century, Strategic Marketing Management offers comprehensive coverage of current concepts and a variety of timely cases. Anderson and Vincze prepare students to recognize, embrace, and manage change by focusing on higher-level strategic issues and decision making in marketing management. The S... more »econd Edition features a new integrated approach that combines both theory and cases in a single volume for easy reference and evaluation. One of the most up-to-date collections available, the comprehensive cases have all been class-tested and cover a range of small, medium, and large organizations across several industries and environments—from product, service, consumer, business-to-business, and commercial to non-profit marketing. A number of cases focus on social responsibility issues and provide an in-depth examination of individual decisions instead of just a simple overview of events.Helpful Chapter Summaries allow students to both preview major concepts before reading each chapter and review key ideas afterwards. Figures and tables throughout each chapter highlight important points and serve to further illustrate the material. New mini-cases offer more choices for flexible casework in and outside of class and the new Marketing Plan appendix can be assigned throughout the semester—both features reflect the authors' increased focus on critical thinking and application-based learning. Experiential exercises encourage students to practice applying chapter concepts to real-world scenarios, and end-of-chapter Study Questions act as a springboard for meaningful class discussion and test how well students have mastered the material. In addition, a convenient marginal glossary allows students to quickly review definitions as they read, providing immediate reinforcement of important terms.

New! Dynamic topics include globalization, emerging technologies, the information age economy, and changing managerial hierarchies and organizations, as well as ethical, social, and environmental issues.
New! All boxed inserts have been replaced or updated to remain current. Each chapter includes the following boxes: Innovate or Evaporate, Marketing and Entrepreneurship, Managing Change, Marketing in the Global Village, Its Legal But Is It Ethical?, and Marketing in the Information Age inserts.
New! Mini-cases with exercises, called Marketing Management in Action: Closing Case, now appear at the end of each chapter and illustrate the real-world application of key concepts by allowing students to practice making decisions based on what they have read. These shorter cases can easily be assigned for homework by instructors who need a concise alternative to the longer and more involved cases at the end of the textbook.
New! All chapter-opening vignettes are either new or updated, and profile actual companies to demonstrate the relevance of chapter content.
New! A Marketing Plan Appendix reinforces the text's overall strategic focus by providing students with detailed, step-by-step guidelines on how to create a complete marketing plan.
New! Over 50% of the cases are entirely new to this edition and profile a range of companies, including Phillip Morris, Inc., Target, Nike, and America Online. The Instructor's Resource Manual features extensive notes on each case to help instructors facilitate class discussions.

ISBN-13: 9780618601325
ISBN-10: 0618601325
Publication Date: 11/9/2004
Edition: 2
Rating:

0 stars, based on 0 rating

Publisher: Houghton Mifflin Company
Book Type: Hardcover
Members Wishing: 0
Reviews: Amazon | Write a Review

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