9780618973378

Foundations of Marketing

by ;
  • ISBN13:

    9780618973378

  • ISBN10:

    0618973370

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 1/3/2008
  • Publisher: South-Western College Pub
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Summary

Foundations of Marketing offers a concise, straightforward approach to basic marketing concepts and strategies, while providing instructors with the flexibility to integrate supplemental resources or activities into their courses. Providing comprehensive coverage in a consolidated format, Pride and Ferrell highlight topics in ethics, e-marketing, and customer relationship management while incorporating up-to-date research and examples throughout. In addition to a well-respected, distinguished author team, authoritative coverage, and comprehensive yet consolidated coverage, the Third Edition includes new advertisements, photos, and screen shots throughout the text; GlobalEdge features that pose questions about marketing in a global context and encourage online exploration; and Opening Vignettes that feature engaging companies intended to spark student interest. Foundations of Marketing Online, 3/e, is a multimedia eBook created to meet the needs of interactive learners. The eBook contains the same material as the printed text but is priced at nearly half the standard retail price of the paperback. The six-month eBook passkey subscription includes access to all the online and premium online content available with CL MarketingSPACE.

Table of Contents

Strategic Marketing and Its Environment
Customer-Driven Strategic Marketing
Planning Marketing Strategies
The Marketing Environment, Social Responsibility, and Ethics
Using Technology for Consumer Relationships in a Global Environment
E-Marketing and Customer Relationship Management
Global Markets and International Marketing
Target Market Selection and Research
Marketing Research and Information Systems
Target Markets: Segmentation and Evaluation
Customer Behavior
Consumer Buying Behavior
Business Markets and Buying Behavior
Product Decisions
Product, Branding, and Packaging Concepts
Developing and Managing Goods and Services
Pricing Decisions
Pricing Fundamentals
Pricing Management
Distribution Decisions
Marketing Channels and Supply Chain Management
Retailing, Direct Marketing and Wholesaling
Promotion Decisions
Integrated Marketing Communications
Advertising and Public Relations
Personal Selling and Sales Promotion
Table of Contents provided by Publisher. All Rights Reserved.

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