William Pride, O C Ferrell

Foundations of Marketing

• Broschiertes Buch

Produktbeschreibung

Pride/Ferrell's FOUNDATIONS OF MARKETING, 10th Edition, goes beyond theory, providing practical insights and decision-making frameworks to help you think and act like a marketer in the real world. With active learning, engaging examples and real-world cases, you'll gain a deep understanding of essential marketing concepts and strategies, while also exploring evolving areas like digital marketing and social responsibility. Updated using the latest research, the text ensures you stay current with industry trends. Prepare yourself for a successful marketing career with this valuable resource that empowers you to make informed decisions and excel in the dynamic world of marketing. Elevate your performance and achieve your goals.

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Produktdetails

• Verlag: Cengage Learning
• 10th edition
• Seitenzahl: 624
• Erscheinungstermin: 3. Januar 2025
• Englisch
• Gewicht: 1157g
• ISBN-13: 9798214040950
• Artikelnr.: 72826501

Autorenporträt

William M. Pride is Professor of Marketing at Mays Business School, Texas A&M University. He received his PhD from Louisiana State University. In addition to this text, he is the co-author of CENGAGE LEARNING'S BUSINESS, a market-leader. Dr. Pride teaches principles of marketing at both undergraduate and graduate levels and constantly solicits student feedback that is important to revising a PRINCIPLES OF MARKETING text. Dr. Pride's research interests are in advertising, promotion and distribution channels. His research articles have appeared in major journals in the fields of marketing such as the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science and the Journal of Advertising. Dr. Pride is a member of the American Marketing Association, Academy of Marketing Science, Society for Marketing Advances and the Marketing Management Association. He has received the Marketing Fellow Award from the Society for Marketing Advances and the Marketing Innovation Award from the Marketing Management Association. Both of these are lifetime achievement awards.

Inhaltsangabe

PART I: STRATEGIC MARKETING AND ITS ENVIRONMENT.1. Customer-Driven Strategic Marketing.2. Planning, Implementing, and Evaluating Marketing Strategies.3. The Marketing Environment, Social Responsibility, and Ethics.PART II: MARKETING RESEARCH AND TARGET MARKETS.4. Marketing Research and Analytics.5. Target Market Segmentation and Evaluation.PART III: CUSTOMER BEHAVIOR AND E-MARKETING.6. Consumer Buying Behavior.7. Business Markets and Buying Behavior.8. Reaching Global Markets.9. Digital Marketing and Social Networking.PART IV: PRODUCT AND PRICE DECISIONS.10. Product, Branding, and Packing Concepts.11. Developing and Managing Goods and Services12. Pricing Concepts and Management.13. Marketing Channels and Supply-Chain Management.14. Retailing, Direct Marketing, and Wholesaling.PART V: PROMOTION DECISIONS.15. Integrated Marketing Communications.16. Advertising and Public Relations.17. Personal Selling and Sales Promotion.Online Appendices.Appendix A: Financial Analysis in Marketing.Appendix B: Sample Marketing Plan.Appendix C: Careers in Marketing.