Marketing 2012 / Edition 16

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Overview

Perfect for students of all backgrounds and interest levels, Pride and Ferrell's MARKETING, 16E combines a thorough overview of essential marketing principles with a visually-engaging, reader-friendly presentation. This popular, proven text, and a full range of supplemental learning resources, (including eLectures, videos, and an interactive marketing plan) provide students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment. MARKETING, 16E includes the most current coverage of marketing strategies and concepts with extensive real-world examples including material on social networking and digital marketing. This edition has a new chapter on digital media and social networking that incorporates the latest research and trends in the ever-changing environment of e-marketing. You will find important topics drawn from the rapidly-changing world of modern business including social and environmental responsibility, sustainability, globalization, entrepreneurship, and marketing through transitional times.

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Product Details

  • ISBN-13: 9780538475402
  • Publisher: Cengage Learning
  • Publication date: 1/11/2011
  • Edition description: Older Edition
  • Edition number: 16
  • Pages: 800
  • Product dimensions: 8.70 (w) x 11.00 (h) x 1.30 (d)

Meet the Author

William Pride (Ph.D., Louisiana State University) is a professor of marketing in the Mays Business School, Texas A&M University. In addition to this text, he is co-author of a market-leading Principles of Marketing text. Dr. Pride's research interests include advertising, promotion, and distribution channels, and his research articles have appeared in major professional journals, such as the JOURNAL OF MARKETING, the JOURNAL OF MARKETING RESEARCH, the JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, and the JOURNAL OF ADVERTISING. Dr. Pride is a member of the American Marketing Association, Academy of Marketing Science, Society for Marketing Advances, and the Marketing Management Association. He has received the Marketing Fellow Award from the Society of Marketing Advances and the Marketing Innovation Award from the Marketing Management Association. Both of these are lifetime achievement awards.

O. C. Ferrell is Professor of Marketing and Creative Enterprise Scholar at Anderson Schools of Management, University of New Mexico. He recently served as the Bill Daniels Distinguished Professor of Business Ethics at the University of Wyoming and previously as chair of the Colorado State University Marketing Department. He has also been on the faculties of University of Memphis, Texas A&M University, and Illinois State University. He received his Ph.D. in marketing from Louisiana State University. He is past president of the Academic Council of the American Marketing Association and chaired the American Marketing Association Ethics Committee. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. He is currently a member of the advisory committee for the AMA marketing certification program. In addition, he is a former member of the Academy of Marketing Science Board of Governors and is a Society of Marketing Advances and Southwestern Marketing Association Fellow. He is the Academy of Marketing Science's Vice President of Publications. He currently serves as Marketing Ethics and Social Issues Section Editor of the JOURNAL OF MICROMARKETING. Dr. Ferrell is the co-author of 18 books and approximately 75 articles. His articles have been published in the JOURNAL OF MARKETING RESEARCH, JOURNAL OF MARKETING, JOURNAL OF BUSINESS ETHICS, JOURNAL OF BUSINESS RESEARCH, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, JOURNAL OF PUBLIC POLICY MARKETING, as well as other journals.

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Table of Contents

PART I: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS. 1. An Overview of Strategic Marketing. 2. Planning, Implementing, and Controlling Marketing Strategies. PART II: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES. 3. The Marketing Environment. 4. Social Responsibility and Ethics in Marketing. PART III: MARKETING RESEARCH AND TARGET MARKET ANALYSIS. 5. Marketing Research and Information Systems. 6. Target Markets: Segmentation, Evaluation, and Positioning. PART IV: CUSTOMER BEHAVIOR AND E-MARKETING. 7. Consumer Buying Behavior. 8. Business Markets and Buying Behavior. 9. Reaching Global Markets. 10. E-Marketing, Digital Media, and Social Networking. PART V: PRODUCT DECISIONS. 11. Product Concepts. 12. Developing and Managing Products. 13. Services Marketing. 14. Branding and Packaging. PART VI: DISTRIBUTION DECISIONS. 15. Marketing Channels and Supply Chain Management. 16. Retailing, Direct Marketing and Wholesaling. PART VII: PROMOTION DECISIONS. 17. Integrated Marketing Communications. 18. Advertising and Public Relations. 19. Personal Selling and Sales Promotion. PART VIII: PRICING DECISIONS. 20. Pricing Concepts. 21. Setting Prices.

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