Introduction to Marketing
Author: Alexander Hiam
You can get there
Where do you want to go? You might already be working in a business setting. You may be looking to expand your skills. Or, you might be setting out on a new career path.
Wherever you want to go, Marketing will help you get there. Easy-to-read, practical, and up-to-date, this text not only helps you learn fundamental marketing concepts; it also helps you master the core competencies and skills you need to succeed in the classroom and beyond. The book's brief, modular format and variety of built-in learning resources enable you to learn at your own pace and focus your studies.
With this book, you will be able to:
* Develop an effective marketing plan designed to reach your target audience.
* Assess buying factors and estimate marketing effectiveness in buying situations.
* Learn how to segment and target markets.
* Conduct market research, including primary and secondary research methods, and quantitative and qualitative methods.
* Develop and manage products, and learn how to use product packaging and labeling to your advantage.
* Make the most of marketing channels.
* Implement merchandising and direct marketing strategies.
* Understand the factors to consider when setting prices.
* Pump up marketing communications with great visuals, writing, and attention-getting strategies.
* Choose the best possible advertising options for your marketing plan.
* Learn how to handle public relations tasks, prepare reasonable impact scenarios, and use press releases to tell a story.
* Use the internet to market your products.
Wiley Pathways helps you achieve your goals
When it comes to learning aboutbusiness, not everyone is on the same path. But everyone wants to succeed. The new Wiley Pathways series in Business helps you achieve your goals with its brief, inviting format, clear language, and focus on core competencies and skills.
The books in this series--Business Communication, Finance, Marketing, Business Math, and Real Estate--offer a coordinated curriculum for learning business. Learn more at wiley.com/go/pathways.
Go to: Body Reflexology or Simple Taoism
The Economics of Law and the Legal Structure of Economics
Author: Daniel H Col
Describing and explaining the interrelations of law and economics, this useful reference guide is authored by an economist and a law professor; mathematics is kept to a minimum and the analysis language is clear and jargon-free. Sufficient explanations of concepts, principles, and arguments enable all readers to follow along without great difficulty—allowing them to possess a basic understanding of fundamental economic principles, the structure of the U.S. legal system, and the importance of combining legal and economic analyses. Common-law topics, such as property, contracts, torts, and crime are comprehensively covered. Those involved in law and economics will find this a useful reference for basic concepts and analyses.
Table of Contents:
| Ch. 1 | Economic concepts and institutions | 1 |
| Ch. 2 | An introduction to the American legal system | 24 |
| Ch. 3 | Putting law and economics together : frameworks, history, and perspectives | 44 |
| Ch. 4 | "The problem of social cost" and modern law and economics | 72 |
| Ch. 5 | Property I : acquisition | 90 |
| Ch. 6 | Property II : protection | 115 |
| Ch. 7 | Property III : limits | 136 |
| Ch. 8 | Contracts I : formation and enforcement | 156 |
| Ch. 9 | Contracts II : remedies | 182 |
| Ch. 10 | Torts I : negligence | 205 |
| Ch. 11 | Torts II : strict liability | 228 |
| Ch. 12 | Torts III : reform | 247 |
| Ch. 13 | Crime and punishment | 272 |
| Ch. 14 | Antitrust and regulated industries | 290 |
| Ch. 15 | Environmental protection | 313 |
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