9780618799633

Marketing

by
  • ISBN13:

    9780618799633

  • ISBN10:

    061879963X

  • Edition: 14th
  • Format: Nonspecific Binding
  • Copyright: 1/1/2008
  • Publisher: South-Western College Pub
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Summary

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. New!TheYour Guide to an "A"online study guide replaces the traditional print study guide. Via passkey access, students who purchase new textbooks can choose from a range of premium study aids--including flashcards, audio chapter review files, Internet exercises, and ACE Plus practice tests--at the Online Study Center; passkeys are also available for purchase separately. New!Expanded content module offerings are available via Houghton Mifflin Custom Publishing. These modules enhance the concepts covered in the text and feature topics of interest to students, such as the marketing of Hip Hop and sports/events marketing. New!Chapter-opening vignettes highlight companies and organizations that capture the interest of both professors and students. Examples include Red Bull Energy Drink, Apple's iPod, and rock band The Arctic Monkeys. New!Chapter 7, "Global Marketing," features in-depth coverage and insight from Tomas Hult, director of the globalEDGE Marketing Group at Michigan State University. In addition, two chapter-endingglobalEDGE Exercisespose interesting questions about marketing beyond our borders, and direct readers to the Web for further exploration. New!Two boxed features per chapter offer a glimpse into some of the unique challenges faced by marketers today. These new boxes read and look like magazine articles, and tie chapter topics to real-world scenarios. Topical examples include Yoga Mamas: Today's Choosy Mothers; IAMS Aims at Pet Lovers; Boomers: Not Babies Anymore; and Stay Tuned: Nick has the Right Mix. New!Marketing Entrepreneurfeatures highlight "alternative" entrepreneurs--children, college students, and artists, among others--demonstrating that anyone can be a marketing pioneer. Each chapter includes one feature, such as 16-year-old Pankaj Arora's web-based technology businesses, and sisters Melissa and Mallory Gollick, who at the age of nine founded not one but two entrepreneurial enterprises that today, 10 years later, are flourishing. Two chapter-ending cases help students understand and apply marketing concepts. The fully integrated Video Cases feature companies such as Life is Good and Travelocity, making the learning experience more engaging for students. An organizational model at the beginning of each part provides a visual "roadmap" of the text, enabling students to see the connections between chapters.

Table of Contents

Marketing Strategy and Customer Relationships
An Overview of Strategic Marketing
Planning, Implementing, and Controlling Marketing Strategies
Environmental Forces, Social Responsibility, and Ethics
The Marketing Environment
Social Responsibility and Ethics in Marketing
Markets and Customer Behavior
Consumer Buying Behavior
Business Markets and Buying Behavior
Reaching Global Markets
Using Technology, Information, and Target Market Analysis
E-Marketing and Customer Relationship Management
Marketing Research and Information Systems
Target Markets: Segmentation, Evaluation, and Positioning
ProductDecisions
Product Concepts
Developing and Managing Products
Branding and Packaging
Services Marketing
Distribution Decisions
Marketing Channels and Supply Chain Management
Wholesaling and Physical Distribution
Retailing and Direct Marketing
Promotion Decisions
Integrated Marketing Communications
Advertising and Public Relations
Personal Selling and Sales Promotion
Pricing Decisions
Pricing Concepts
Setting Prices
Appendices
Careers in Marketing
Financial Analysis in Marketing
Sample
Marketing Plan
Table of Contents provided by Publisher. All Rights Reserved.

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