Marketing 2014 / Edition 17

Marketing 2014 / Edition 17

by William M. Pride
     
 

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ISBN-10: 1133939252

ISBN-13: 9781133939252

Pub. Date: 01/10/2013

Publisher: Cengage Learning

Perfect for students of all backgrounds and interest levels, Pride and Ferrell's MARKETING 2014 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

Overview

Perfect for students of all backgrounds and interest levels, Pride and Ferrell's MARKETING 2014 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 2014 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. Available with InfoTrac Student Collections http://gocengage.com/infotrac.

Product Details

ISBN-13:
9781133939252
Publisher:
Cengage Learning
Publication date:
01/10/2013
Edition description:
Older Edition
Pages:
832
Sales rank:
753,597
Product dimensions:
8.50(w) x 10.80(h) x 1.30(d)

Table of Contents

Part 1: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS. 1. An Overview of Strategic Marketing. 2. Planning, Implementing, and Evaluating Marketing Strategies. Part 2: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES. 3. The Marketing Environment. 4. Social Responsibility and Ethics in Marketing. Part 3: MARKETING RESEARCH AND TARGET MARKET ANALYSIS. 5. Marketing Research and Information Systems. 6. Target Markets: Segmentation and Evaluation. Part 4: CUSTOMER BEHAVIOR AND E-MARKETING. 7. Consumer Buying Behavior. 8. Business Markets and Buying Behavior. 9. Reaching Global Markets. 10. Digital Marketing and Social Networking. Part 5: PRODUCT DECISIONS. 11. Product Concepts. 12. Developing and Managing Products. 13. Services Marketing. 14. Branding and Packaging. Part 6: DISTRIBUTION DECISIONS. 15. Marketing Channels and Supply-Chain Management. 16. Retailing, Direct Marketing, and Wholesaling. Part 7: PROMOTION DECISIONS. 17. Integrated Marketing Communications. 18. Advertising and Public Relations. 19. Personal Selling and Sales Promotion. Part 8: PRICING DECISIONS. 20. Pricing Concepts. 21. Setting Prices. Appendix A Careers in Marketing(will be an interactive online Career assessment resource for students). Appendix B Financial Analysis in Marketing. Appendix C Sample Marketing Plan. Glossary. Name Index. Organization Index. Subject Index.

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