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9781439039441

Foundations of Marketing

by ;
  • ISBN13:

    9781439039441

  • ISBN10:

    1439039445

  • Edition: 4th
  • Format: Paperback
  • Copyright: 2010-01-01
  • Publisher: South-Western College/West
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Supplemental Materials

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Summary

FOUNDATIONS OF MARKETING offers a concise, straightforward approach to basic marketing concepts and strategies. Providing comprehensive coverage in a consolidated format, Pride and Ferrell highlight topics in sustainable marketing, marketing entrepreneurship, and marketing in transitional times 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 Fourth Edition includes new advertisements, photos, and screen shots throughout the text; activities contributing to a larger semester goal to create a marketing plan; boxed features highlighting text themes; and Opening Vignettes that feature engaging companies intended to spark reader interest.

Table of Contents

Strategic Marketing And Its Environment
Customer-Driven Strategic Marketing
Planning Marketing Strategies
The Marketing Environment, Social Responsibility, and Ethics
Mareket Research And Target Markets
Marketing Research and Information Systems
Target Markets: Segmentation and Evaluation
Customer Behavior
Consumer Buying Behavior
Business Markets and Buying Behavior
Global Markets and International Marketing
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
Video Cases
Appendix: Careers in Marketing
Table of Contents provided by Publisher. All Rights Reserved.

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