Introduce the essentials and latest trends in marketing with strong visuals and timely discussions in the proven resource for students of all backgrounds -- Pride/Ferrell’s FOUNDATIONS OF MARKETING. The seventh edition's extensive coverage of current marketing strategies and concepts addresses social media, sustainability, globalization, customer relationship management, supply chain management, and digital marketing. Emerging topics, such as social and environmental responsibility, entrepreneurship, and new trends in marketing, resonate with students who are striving for success in today's fast-paced, evolving business world. Photos, screenshots, advertisements, and real-world examples make concepts meaningful for students.
Author(s): William M. Pride, O. C. Ferrell
Edition: 8
Publisher: Cengage Learning
Year: 2018
Language: English
Pages: 574
Tags: Marketing
Brief contents......Page 4
Preface......Page 13
Part 1......Page 31
chapter 1 - Customer-Driven Strategic Marketing......Page 32
chapter 2 - Planning, Implementing and Evaluating Marketing Strategies......Page 54
chapter 3 - The Marketing Environment, Social Responsibility, and Ethics......Page 78
Part 2......Page 109
chapter 4 - Marketing Research and Information System......Page 110
chapter 5 - Target Markets: Segmentation and Evaluation......Page 136
Part 3......Page 161
chapter 6 - Consumer Buying Behavior......Page 162
chapter 7 - Business Markets and Buying Behavior......Page 190
chapter 8 - Reaching Global Markets......Page 214
chapter 9 - Digital Marketing and Social Networking......Page 242
Part 4......Page 269
chapter 10 - Product, Branding and Packaging Concepts......Page 270
chapter 11 - Developing and Managing Goods and Services......Page 300
chapter 12 - Pricing Concepts and Management......Page 330
Part 5......Page 359
chapter 13 - Marketing Channels and Supply-Chain Management......Page 360
chapter 14 - Retailing, Direct Marketing, and Wholesaling......Page 392
Part 6......Page 421
chapter 15 - Integrated Marketing Communications......Page 422
chapter 16 - Advertising and Public Relations......Page 448
chapter 17 - Personal Selling and Sales Promotion......Page 474
Endnotes......Page 502
Glossary......Page 539
Name Index......Page 550
Company Index......Page 555
subject Index......Page 559
