Marketing / Edition 15

Marketing / Edition 15

by William M. Pride, Ferrell
     
 

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ISBN-10: 0547167474

ISBN-13: 9780547167473

Pub. Date: 12/29/2008

Publisher: Cengage Learning


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

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.

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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