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Perfect for students of all backgrounds and interest levels, Pride and Ferrell's MARKETING, 16E combines a thorough overview of essential marketing principles with a visually-engaging, reader-friendly presentation. This popular, proven text, and a full range of supplemental learning resources, (including eLectures, videos, and an interactive marketing plan) provide students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment. MARKETING, 16E includes the most current coverage of marketing strategies and concepts with extensive real-world examples including material on social networking and digital marketing. This edition has a new chapter on digital media and social networking that incorporates the latest research and trends in the ever-changing environment of e-marketing. You will find important topics drawn from the rapidly-changing world of modern business including social and environmental responsibility, sustainability, globalization, entrepreneurship, and marketing through transitional times.
PART I: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS. 1. An Overview of Strategic Marketing. 2. Planning, Implementing, and Controlling Marketing Strategies. PART II: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES. 3. The Marketing Environment. 4. Social Responsibility and Ethics in Marketing. PART III: MARKETING RESEARCH AND TARGET MARKET ANALYSIS. 5. Marketing Research and Information Systems. 6. Target Markets: Segmentation, Evaluation, and Positioning. PART IV: CUSTOMER BEHAVIOR AND E-MARKETING. 7. Consumer Buying Behavior. 8. Business Markets and Buying Behavior. 9. Reaching Global Markets. 10. E-Marketing, Digital Media, and Social Networking. PART V: PRODUCT DECISIONS. 11. Product Concepts. 12. Developing and Managing Products. 13. Services Marketing. 14. Branding and Packaging. PART VI: DISTRIBUTION DECISIONS. 15. Marketing Channels and Supply Chain Management. 16. Retailing, Direct Marketing and Wholesaling. PART VII: PROMOTION DECISIONS. 17. Integrated Marketing Communications. 18. Advertising and Public Relations. 19. Personal Selling and Sales Promotion. PART VIII: PRICING DECISIONS. 20. Pricing Concepts. 21. Setting Prices.
Posted April 26, 2011
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