Fundamentals of Marketing, Fourth Edition

  • 4h 3m
  • Eugene Johnson
  • 2002

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.

About the Authors

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.

In this Book

  • The Concept of Modern Marketing
  • Markets and Buyer Behavior
  • The Marketing Management Process
  • Information for Marketing
  • Product Policies and Strategies
  • Distribution Policies and Strategies
  • Pricing Policies and Strategies
  • Advertising, Public Relations, and Sales Promotion
  • Personal Selling and Sales Management
  • Final Exam
  • The Practice Case
  • The Practice Case Solution
  • Cover Sheet—The Examination Case