Nelson Higher Education

Higher Education

Foundations of Marketing, 6th Edition

  • William M. Pride
  • O. C. Ferrell
  • ISBN-10: 128542977X
  • ISBN-13: 9781285429779
  • 576 Pages | Paperback
  • Previous Editions: 2013, 2011, 2009
  • COPYRIGHT: 2015 Published
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About the Product

The proven marketing text for students of all backgrounds, FOUNDATIONS OF MARKETING, 6th Edition delivers the essentials and latest trends in marketing with strong visuals and exciting, timely discussions. Its extensive coverage of current marketing strategies and concepts includes social media, entrepreneurship, sustainability, globalization, customer relationship management, supply chain management, and e-commerce models. Emerging topics, such as social and environmental responsibility, entrepreneurship, and marketing during transitional times resonate especially well with today's students, who find themselves in a fast-paced, evolving business world. FOUNDATIONS OF MARKETING, 6th Edition comes to life for students with captivating photos, screenshots, advertisements, and examples from real life, while modern learning supplements, such as self-testing, videos, and an interactive marketing plan help them develop critical, decision-making skills.


  • New Opening Vignettes: These "Marketing Insights" vignettes depict real businesses today, and help students envision themselves in exciting marketing careers. Current Social Media Coverage: Recognizing the power of social media and its growing influence in marketing strategy, FOUNDATIONS OF MARKETING, 6th Edition delves into this significant trend in the marketplace with up-to-the-minute information.

  • "Marketing Debate" Feature: This chapter feature requires students to apply marketing principles to actual situations in business, and use critical thinking skills to solve problems. Emerging Trends: Focusing on the changing landscape of marketing, this boxed feature highlights the latest trends, such as globalization, social media, and more.

  • Proven Approach: Concise and straightforward, FOUNDATIONS OF MARKETING, 6th Edition introduces students to basic marketing concepts and strategies, while providing instructors flexibility to integrate supplemental resources or activities into their lessons.

  • Consolidated Presentation: Providing comprehensive coverage in an abbreviated format, the text highlights ethics, e-marketing, and customer relationship management, and supports these key topics with up-to-date research and examples.

  • Experienced Author Team: Respected, distinguished authors, Pride and Ferrell are known around the world for their decades of marketing and consulting expertise.

About the Author

William M. Pride

William M. Pride is Professor of Marketing, Mays Business School, at Texas A&M University. He received his Ph.D. from Louisiana State University. In addition to this text, he is the co-author of Cengage Learning’s FOUNDATIONS OF BUSINESS, a market leader. Dr. Pride teaches Principles of Marketing at both undergraduate and graduate levels and constantly solicits student feedback 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.

O. C. Ferrell

O. C. Ferrell is the James T. Pursell Sr. Eminent Scholar Chair in Ethics and director of the Center for Ethical Organizational Cultures in the Raymond J. Harbert College of Business at Auburn University. He served as the Distinguished Professor of Leadership and Ethics at Belmont University and University Distinguished Professor of Marketing in the Anderson School of Management at University of New Mexico. He also taught at University of Wyoming, Colorado State University, University of Memphis, Texas A&M University, Illinois State University and Southern Illinois University. Dr. Ferrell received his Ph.D. in marketing from Louisiana State University. He is a past president of the Academic Council of the American Marketing Association and previously chaired the American Marketing Association Ethics Committee that developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. Dr. Ferrell is past president of the Academy of Marketing Science, where he also served as vice president of publications. He is a member of the Academy of Marketing Science Board of Governors and is a Society of Marketing Advances and Southwestern Marketing Association Fellow and an Academy of Marketing Science Distinguished Fellow. Dr. Ferrell has received a Lifetime Achievement Award from Macromarketing Society, an Southeast Doctoral Consortium award for service to doctoral students as well as the Harold Berkman Lifetime Service Award and the Cutco Vector Distinguished Marketing Educator Award -- both from the Academy of Marketing Science. Dr. Ferrell has co-authored 20 books and more than 100 articles and papers in journals such as Journal of Marketing Research, Journal of Marketing, Journal of Business Ethics, Journal of Business Research, Journal of the Academy of Marketing Science and Journal of Public Policy & Marketing.

Table of Contents

1. Customer-Driven Strategic Marketing.
2. Planning, Implementing, and Evaluating Marketing Strategies.
3. The Marketing Environment, Social Responsibility, and Ethics.
4. Marketing Research and Information Systems.
5. Target Markets Segmentation and Evaluation.
6. Consumer Buying Behavior.
7. Business Markets and Buying Behavior.
8. Reaching Global Markets.
9. E-Marketing, Digital Media, and Social Networking.
10. Product, Branding, and Packing Concepts.
11. Developing and Managing Goods and Services
12. Developing and Managing Prices.
13. Marketing Channels and Supply-Chain Management.
14. Retailing, Direct Marketing, and Wholesaling.
15. Integrated Marketing Communications.
16. Advertising and Public Relations.
17. Personal Selling and Sales Promotion.
Online Appendices.
Financial Analysis in Marketing.
Sample Marketing Plan.
Careers in Marketing.

New to this edition

  • Every boxed feature in the 6th Edition has been updated or replaced to make the readings relevant to today's students, while Video Cases come at the end of every chapter to support and add interest to the material.
  • Learning Objectives have been updated.
  • New ads illustrate current marketing trends and promotions.
  • Updated figures and tables throughout the book to highlight important concepts.
  • Updated concise treatment of pricing concepts and applications in a single chapter.


All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.

Instructor Supplements

Cengage Learning Testing, powered by Cognero Instant Access  (ISBN-10: 1285979419 | ISBN-13: 9781285979410)
CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1285432053 | ISBN-13: 9781285432052)

Interested in a simple way to complement your text and course content with study and practice materials? Cengage Learning's Marketing CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook, the Instructor's Manual, Test Bank, PowerPoint® slides, Interactive Marketing Plan, and all student assets. Watch student comprehension soar as your class works with the printed textbook and the textbook-specific website. Marketing CourseMate goes beyond the book to deliver what you need!

CengageNOW, 1 term (6 months) Instant Access  (ISBN-10: 1285432096 | ISBN-13: 9781285432090)

An online teaching and learning resource that provides more control in less time and delivers better student outcomes, CengageNow lets you plan and execute essential course activities, such as lecturing, creating assignments, grading, quizzing, and tracking student performance.

MindTap Marketing, 1 term (6 months) Instant Access for Pride/Ferrell's Foundations of Marketing  (ISBN-10: 1285778480 | ISBN-13: 9781285778488)

MINDTAP FOR Foundations of Marketing 6e is a personalized, fully online digital learning platform of authoritative Cengage Learning content, assignments, and services that engages your students with interactivity while also offering you choice in the configuration of coursework and enhancement of the curriculum with complimentary web-apps known as MindApps. MindApps range from ReadSpeaker (which reads the text out-loud to students), to Kaltura (allowing you to insert inline video and audio into your curriculum) to ConnectYard (allowing you to create digital "yards" through social media –all without "friending" your students). MINDTAP for FOUNDATIONS OF MARKETING 6e is well beyond an eBook, a homework solution or digital supplement, a resource center website, a course delivery platform or a Learning Management System. It is the first in a new category--the Personal Learning Experience.

Student Supplements

CourseMate, 1 term (6 months) Instant Access  (ISBN-10: 1285432053 | ISBN-13: 9781285432052)

The more you study, the better the results. Make the most of your study time by accessing everything you need to succeed in one place. Marketing CourseMate includes an interactive eBook with highlighting, note taking, and an interactive glossary, as well as interactive learning tools, such as quizzes, flashcards, videos, an Interactive Marketing Plan, and more!

CengageNOW, 1 term (6 months) Instant Access  (ISBN-10: 1285432096 | ISBN-13: 9781285432090)

An online teaching and learning resource that provides more control in less time and delivers better student outcomes, CengageNow lets you plan and execute essential course activities, such as lecturing, creating assignments, grading, quizzing, and tracking student performance.

MindTap Marketing, 1 term (6 months) Instant Access for Pride/Ferrell's Foundations of Marketing  (ISBN-10: 1285778480 | ISBN-13: 9781285778488)

MindTap Marketing for Pride/Ferrell's Foundations of Marketing, 6th Edition provides you with the tools you need to better manage your limited time -- you can complete assignments whenever and wherever you are ready to learn with course material specially customized for you by your instructor and streamlined in one proven, easy-to-use interface. MindTap Marketing helps you learn to think like a marketer. With an array of resources, tools, and apps -- including "Ask the Marketer" videos that provide context, e-lectures, interactive activities that give you practice applying concepts to real-world scenarios, as well as flashcards and note taking -- you'll get a true understanding of course, concepts, helping you to achieve better grades and setting the groundwork for your future courses. Access to this product is valid for 6 months of usage.

LMS Integrated for MindTap Marketing, 1 term (6 months) Instant Access  (ISBN-10: 1305092236 | ISBN-13: 9781305092235)

This access code will provide you with seamless access to your MindTap Marketing resources from within your campus Learning Management System. You will be prompted to enter this access code the first time that you click on a link in your course that includes Cengage content.