NEWLY REVISED
AND COMPLETELY UPDATED!
Fundamentals of Marketing
Fourth Edition
Gain the skills to
- Be a more dynamic marketing professional by understanding the
entire marketing management process
- Develop your own marketing strategy and prepare an effective
marketing plan
- Make sound and timely decisions based on current market information
This classic self-study has been thoroughly revised and updated
to reflect the enormous changes in marketing theory and practice.
Now you can learn the fundamentals of the marketing process in the
context of a global economy and a technological environment. The
updated emphasis highlights:
the emergence of new groups of buyers** role of the Internet**
e-commerce ** impact of technology on product development** role
of relationship marketing** multi-motivated buyer behavior** influence
of globalization** branding
Fundamentals of Marketing is, more than ever, your best
guide to understanding the principles and practices of marketing.
With the most up-to-date examples and exercises, a real world case
study and sound instructional AMA's Self-study framework,
You will learn how to:
- Apply the four P’s of marketing—Product, Price,
Place and Promotion—to your company’s needs
- Use technology to gather critical marketing data, design a marketing
information system to give you a competitive edge
- Evaluate the value of e-commerce as a productive distribution
channel
- Market and sell your services and product—at a profit.
Author: Dr. Eugene Johnson is Professor of Marketing at
the University of Rhode Island and an active consultant in the fields
of sales, marketing and management. He has authored a dozen books
and published his research in numerous trade journals. Dr. Johnson
prepared the previous editions of this best-selling self-study course.
Course Objective: Learn fundamental skills, principles and
techniques of marketing. Understand the role of ethics,
technology and global issues in managing the marketing
process.
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