Marketing, Library Edition / Edition 13

Marketing, Library Edition / Edition 13

by William M. Pride, O. C. Ferrell
     
 

ISBN-10: 0618474455

ISBN-13: 9780618474455

Pub. Date: 12/06/2004

Publisher: Cengage Learning

Engaging and motivating students with diverse backgrounds and different interest levels in marketing requires stimulating and effective teaching materials-and Pride/Ferrel continues to be the resource of choice for instructors. Combining contemporary coverage of marketing strategies and concepts with real-world examples, this text and its outstanding suite of

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Overview

Engaging and motivating students with diverse backgrounds and different interest levels in marketing requires stimulating and effective teaching materials-and Pride/Ferrel continues to be the resource of choice for instructors. Combining contemporary coverage of marketing strategies and concepts with real-world examples, this text and its outstanding suite of supplements supply students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment. Topical issues including customer relationship management, supply chain management, the latest e-commerce models, and the current re-evaluation of dot-coms are just a few examples the authors use to connect marketing to students' personal lives. The latest edition also features a new design and additional photos, providing a fresh contemporary look and feel to the text.

Product Details

ISBN-13:
9780618474455
Publisher:
Cengage Learning
Publication date:
12/06/2004
Edition description:
Library Edition
Pages:
736
Product dimensions:
8.70(w) x 10.90(h) x 1.10(d)

Table of Contents

I. Marketing Strategy and Customer Relationships 1. An Overview of Strategic Marketing 2. Planning, Implementing, and Controlling Marketing Strategies II. The Global Environment and Social and Ethical Responsibilities 3. The Marketing Environment 4. Social Responsibility and Ethics in Marketing 5. Global Markets and International Marketing III. Using Technology and Information to Build Customer Relationships 6. E-Marketing and Customer Relationship Management 7. Marketing Research and Information Systems IV. Target Markets and Customer Behavior 8. Target Markets: Segmentation and Evaluation 9. Consumer Buying Behavior 10. Business Markets and Buying Behavior V. Product Decisions 11. Product Concepts 12. Developing and Managing Products 13. Branding and Packaging 14. Services Marketing VI. Distribution Decisions 15. Marketing Channels and Supply Chain Management 16. Wholesaling and Physical Distribution 17. Retailing and Direct Marketing VII. Promotion Decisions 18. Integrated Marketing Communications 19. Advertising and Public Relations 20. Personal Selling and Sales Promotion VIII. Pricing Decisions 21. Pricing Concepts 22. Setting Prices Appendices A. Careers in Marketing B. Financial Analysis in Marketing C. Sample Marketing Plan

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