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Course Title: Fundamentals of Marketing, Fourth Edition
Author: Eugene M. Johnson
Provider: American Management Association
Price: $79.95
CEU Credits: 2
Level: Fundamental
Field Of Study: N/A
Prerequisites: None
Purchase This Course

Gain the skills to:

  • Manage the entire marketing process, from initial concept to final sale, with greater confidence and consistency
  • Integrate advertising, sales promotions, and public relations into your overall marketing strategy
  • Apply the four P's of marketing–Product, Price, Place, and Promotion–to your company's unique needs
  • Design a marketing information system that will give you a competitive edge in the marketplace
  • Market and sell your products and services–at a profit

Learn how to:

  • Employ advanced market research techniques to gather critical marketing data
  • Develop new product strategies and create opportunities for mature products
  • Target market segments and identify buyer behavior
  • Set prices for products or services to maximize profits
  • Evaluate–and adjust–existing distribution channels to capitalize on current marketing conditions

Course Objective:

Understand fundamental skills, principles, and techniques of marketing. Understand the role of ethics, technology, and global issues to manage the marketing process.

About This Course:

Fundamentals of Marketing, Fourth Edition, provides an introduction to the practice and philosophy of modern marketing. Constructed around the central theme of marketing as a mix of product distribution, price, and promotion, this course has been updated to cover the emergence of new groups of buyers, the impact of the global economy, and the roles of the Internet, technology, and e-commerce. This new edition offers an applications approach to contemporary marketing and highlights current cases addressing relationship marketing, customer service, branding, and personal selling.

Eugene M. Johnson is Professor of Marketing at the University of Rhode Island. He received his B.S. and M.B.A. degrees from the University of Delaware and his doctorate (D.B.A.) from Washington University. He has served as a consultant for many organizations, including Dunn & Bradstreet, SBC Communications, Foxwoods Resort and Casino, AT&T, Beecham Laboratories, Goodyear International, NTT, and Roche Laboratories. Johnson's extensive research and consulting activities have included studies of services marketing, sales management, marketing planning, bank marketing, and telemarketing. He is a contributor to the Handbook of Modern Marketing and is the author of twelve books, including Managing Your Sales Team, Profitable Service Marketing, and Sales Management: Concepts, Practices, and Cases. Johnson's research on service marketing, sales management and telemarketing has appeared in the Journal of Services Marketing, Marketing News, Bank Marketing, Sales & Marketing Management, Journal of Personal Selling and Sales Management, International Journal of Bank Marketing, and other publications. Johnson has held faculty positions at Washington University, St. Louis University, and the University of Delaware. In addition to his teaching responsibilities, he was Associate Dean and Director of the M.B.A. Program at the University of Rhode Island. While on leave from his faculty position, Johnson served as a full-time sales consultant for Rhode Island Hospital Trust National Bank and as vice-president of marketing for DVC Industries.


The publisher would like to thank Robert S. Plain, Instructor, Guilford Technical Community College, Jamestown, North Carolina, for his review of the manuscript of this course.

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