Marketing / Edition 15

Marketing / Edition 15

by William M. Pride, Ferrell
     
 


Engaging and motivating students with diverse backgrounds and varied interests in marketing requires stimulating and effective teaching materials--and Pride/Ferrell continues to be the resource of choice for instructors. Combining contemporary coverage of marketing strategies and concepts with real-world examples, Marketing's text and its outstanding suite of… See more details below

Overview


Engaging and motivating students with diverse backgrounds and varied interests in marketing requires stimulating and effective teaching materials--and Pride/Ferrell continues to be the resource of choice for instructors. Combining contemporary coverage of marketing strategies and concepts with real-world examples, Marketing's text and its outstanding suite of supplements supplies students with the knowledge and decision-making skills needed to succeed in today's competitive business environment. Using topical issues including globalization, customer relationship management, supply chain management, and the latest e-commerce models, the authors connect marketing to students' personal lives. The latest edition features current data and examples, new advertisements and photos, and a new design that lends a contemporary look and feel to the text. A range of electronic tools--from premium online study content to the GoVenture entrepreneur simulation--support students as they work toward mastery of marketing principles and applications.

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Product Details

ISBN-13:
9780547167473
Publisher:
Cengage Learning
Publication date:
12/29/2008
Edition description:
Older Edition
Pages:
736
Product dimensions:
8.80(w) x 10.90(h) x 1.20(d)

Table of Contents


PART 1: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS. 1. An Overview of Strategic Marketing. 2. Planning, Implementing, and Controlling Marketing Strategies. PART 2: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES. 3. The Marketing Environment. 4. Social Responsibility and Ethics in Marketing. PART 3: USING INFORMATION, TECHNOLOGY, AND TARGET MARKET ANALYSIS. 5. Marketing Research and Information Systems. 6. Target Markets: Segmentation, Evaluation, and Positioning. PART 4: CUSTOMER BEHAVIOR. 7. Consumer Buying Behavior. 8. Business Markets and Buying Behavior. 9. Reaching Global Markets. PART 5: PRODUCT DECISIONS. 10. Product Concepts. 11. Developing and Managing Products. 12. Branding and Packaging. 13. Services Marketing. PART 6: DISTRIBUTION DECISIONS. 14. Marketing Channels and Supply-Chain Management. 15. Retailing, Direct Marketing, and Wholesaling. PART 7: PROMOTION DECISIONS. 16. Integrated Marketing Communications. 17. Advertising and Public Relations. 18. Personal Selling and Sales Promotion. PART 8: PRICING DECISIONS. 19. Pricing Concepts. 20. Setting Prices. Appendix A: Careers in Marketing. Appendix B: Financial Analysis in Marketing. Appendix C: Sample Marketing Plan.

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