Marketing 2012 (with CengageNOW with eBook Printed Access Card) / Edition 16by William M. Pride
Pub. Date: 04/11/2012
Publisher: Cengage Learning
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… See more details below
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.
- Cengage Learning
- Publication date:
- Product dimensions:
- 8.40(w) x 10.90(h) x 1.30(d)
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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