Marketing

by Pride, William M.; Ferrell, O. C.

• ISBN13: 9780618474462
• ISBN10: 0618474463
• Edition: 13th
• Format: Paperback
• Copyright: 2004-12-09
• Publisher: South-Western College Pub

Summary

Engaging and motivating students with diverse backgrounds and different interest levels in marketing requires stimulating and effective teaching materials-and Pride/Ferrel continues to be the resource of choice for instructors. Combining contemporary coverage of marketing strategies and concepts with real-world examples, this text and its outstanding suite of supplements supply students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment. Topical issues including customer relationship management, supply chain management, the latest e-commerce models, and the current re-evaluation of dot-coms are just a few examples the authors use to connect marketing to students' personal lives. The latest edition also features a new design and additional photos, providing a fresh contemporary look and feel to the text.

Table of Contents

Marketing Strategy and Customer Relationships

An Overview of Strategic Marketing

Planning, Implementing, and Controlling Marketing Strategies

The Global Environment and Social and Ethical Responsibilities

The Marketing Environment

Social Responsibility and Ethics in Marketing

Global Markets and International Marketing

Using Technology and Information to Build Customer Relationships

E-Marketing and Customer Relationship Management

Marketing Research and Information Systems

Target Markets and Customer Behavior

Target Markets: Segmentation and Evaluation

Consumer Buying behavior

Business Markets and Buying behavior

Product Decisions

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

Careers in Marketing

Financial Analysis in Marketing

Sample Marketing Plan

Table of Contents provided by Publisher. All Rights Reserved.