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Marketing Express, 3rd Edition / Edition 3
     

Marketing Express, 3rd Edition / Edition 3

by William M. Pride, O. C. Ferrell
 

ISBN-10: 0547060033

ISBN-13: 9780547060033

Pub. Date: 02/12/2008

Publisher: Cengage Learning

Marketing Express is a new condensed version of Pride/Ferrell Foundations of Marketing, 3/e. Marketing Express does not include the extra end-of-chapter exercises or introductory materials of Foundations, offering greater flexibility for those who prefer a briefer text with limited pedagogy. Marketing Express includes solid, traditional coverage of marketing's 4Ps

Overview

Marketing Express is a new condensed version of Pride/Ferrell Foundations of Marketing, 3/e. Marketing Express does not include the extra end-of-chapter exercises or introductory materials of Foundations, offering greater flexibility for those who prefer a briefer text with limited pedagogy. Marketing Express includes solid, traditional coverage of marketing's 4Ps as well as coverage of today's "hot" marketing topics, including ethics, e-marketing, and customer relationship management. The design includes advertisements, photos, screen shots and boxes throughout the text to grab student interest and help make the content real and relevant to today's students.

Product Details

ISBN-13:
9780547060033
Publisher:
Cengage Learning
Publication date:
02/12/2008
Edition description:
Older Edition
Pages:
480
Product dimensions:
8.40(w) x 10.80(h) x 0.60(d)

Table of Contents

1. Customer-Driven Strategic Marketing 2. Planning Marketing Strategies 3. The Marketing Environment, Social Responsibility, and Ethics 4. E-Marketing and Customer Relationship Management 5. Global Markets and International Marketing 6. Marketing Research and Information Systems 7. Target Markets: Segmentation and Evaluation 8. Consumer Buying Behavior 9. Business Markets and Buying Behavior 10. Product, Branding, and Packaging Concepts 11. Developing and Managing Goods and Services 12. Pricing Fundamentals 13. Pricing Management 14. Marketing Channels and Supply-Chain Management 15. Retailing, Direct Marketing, and Wholesaling 16. Integrated Marketing Communications 17. Advertising and Public Relations 18. Personal Selling and Sales Promotion

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