Marketing Express, 4th Edition / Edition 2

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Overview

MARKETING EXPRESS 2/e is Pride/Ferrell's condensed version of their FOUNDATIONS OF MARKETING, 4/e. In this edition of MARKETING EXPRESS, the authors do not include the cases and end-of-book appendices in FOUNDATIONS, and thus offer greater flexibility for those who prefer a briefer text with limited pedagogy. MARKETING EXPRESS 2/e includes solid, traditional coverage of marketing fundamentals—product, price, distribution, and promotion—as well as coverage of today's ever-changing marketing environment. The design incorporates 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: 9780538466813
  • Publisher: Cengage Learning
  • Publication date: 1/1/2010
  • Edition description: New Edition
  • Edition number: 2
  • Pages: 496
  • Sales rank: 940,308
  • Product dimensions: 8.40 (w) x 10.80 (h) x 0.70 (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, 16E, 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 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 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 also has been on the faculty of the University of Memphis, Texas A&M University, and Illinois State University. He received his PhD 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 coauthor 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, and JOURNAL OF PUBLIC POLICY MARKETING, among others.

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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. Marketing Research and Information Systems. 5. Target Markets: Segmentation and Evaluation. 6. Consumer Buying Behavior. 7. Business Markets and Buying Behavior. 8. Global Markets and International Marketing. 9. Product, Branding, and Packaging Concepts. 10. Developing and Managing Goods and Services. 11. Pricing Fundamentals. 12. Pricing Management. 13. Marketing Channels and Supply-Chain Management. 14. Retailing, Direct Marketing, and Wholesaling. 15. Integrated Marketing Communications. 16. Advertising and Public Relations. 17. Personal Selling and Sales Promotion.

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