Marketing Express, 3rd Edition / Edition 3

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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.

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Product Details

  • ISBN-13: 9780547060033
  • Publisher: Cengage Learning
  • Publication date: 2/12/2008
  • Edition description: Older Edition
  • Edition number: 3
  • Pages: 480
  • Product dimensions: 8.40 (w) x 10.80 (h) x 0.60 (d)

Meet the Author

William M. Pride is professor of marketing, Mays Business School at Texas A&M University. He received his PhD from Louisiana State University. He is the author of Cengage Learning's Marketing, 15th edition, and a market leader. Dr. Pride's research interests are in advertising, promotion, and distribution channels. Dr. Pride's research articles have appeared in major journals in the fields of advertising and marketing, such as Journal of Marketing, Journal of Marketing Research, 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, Association of Collegiate Marketing Educators, Society for Marketing Advances, and the Marketing Management Association. Dr. Pride has taught principles of marketing and other marketing courses for more than 30 years at both the undergraduate and graduate levels.

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

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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