Foundations of marketing

Author(s)

Bibliographic Information

Foundations of marketing

William M. Pride, O.C. Ferrell

Cengage Learning, c2017

7th ed., Student ed

Available at  / 3 libraries

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Note

Previous ed.: 2015

Includes indexes

Description and Table of Contents

Description

Discover the essentials in today s marketing and examine the latest trends with the significant visuals and stimulating, timely discussions in the book that s popular with students from all backgrounds: FOUNDATIONS OF MARKETING, 7E. Meaningful coverage of current marketing strategies and concepts explores social media, sustainability, globalization, customer relationship management, supply chain management, and digital marketing. You study emerging topics, such as social and environmental responsibility, entrepreneurship, and new trends in marketing, as the authors depict the changing nature of business and prepare you for success in a competitive world. Captivating photos, screenshots, advertisements, and examples from actual life illustrate the issues, while a wealth of learning supplements, such as podcasts, videos, and an interactive marketing plan, help you develop the practical decision-making and marketing skills you need for professional success.

Table of Contents

PART I: STRATEGIC MARKETING AND ITS ENVIRONMENT. 1. Customer-Driven Strategic Marketing. 2. Planning, Implementing, and Evaluating Marketing Strategies. 3. The Marketing Environment, Social Responsibility, and Ethics. PART II: MARKETING RESEARCH AND TARGET MARKETS. 4. Marketing Research and Information Systems. 5. Target Market Segmentation and Evaluation. PART III: CUSTOMER BEHAVIOR AND E-MARKETING. 6. Consumer Buying Behavior. 7. Business Markets and Buying Behavior. 8. Reaching Global Markets. 9. Digital Marketing and Social Networking. PART IV: PRODUCT AND PRICE DECISIONS. 10. Product, Branding, and Packing Concepts. 11. Developing and Managing Goods and Services 12. Pricing Concepts and Management. 13. Marketing Channels and Supply-Chain Management. 14. Retailing, Direct Marketing, and Wholesaling. PART V: PROMOTION DECISIONS. 15. Integrated Marketing Communications. 16. Advertising and Public Relations. 17. Personal Selling and Sales Promotion. Online Appendices. Financial Analysis in Marketing. Sample Marketing Plan. Careers in Marketing.

by "Nielsen BookData"

Details

  • NCID
    BB24905678
  • ISBN
    • 9781305405769
  • LCCN
    2015944168
  • Country Code
    us
  • Title Language Code
    eng
  • Text Language Code
    eng
  • Place of Publication
    Boston, Mass.
  • Pages/Volumes
    xxvi, 470, 10, 22 p.
  • Size
    28 cm
  • Classification
  • Subject Headings
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