Marketing 2016, 18th Edition
- William M. Pride
- O. C. Ferrell
- ISBN-10: 1285858344
- ISBN-13: 9781285858340
- 720 Pages | Paperback
- Previous Editions: 2014, 2012, 2010
- COPYRIGHT: 2016 Published
Pride and Ferrell's MARKETING 2016 provides a thorough overview of essential marketing principles within a visually engaging, reader-friendly presentation. This popular, proven text helps students develop the knowledge and decision-making skills they need to succeed in today's competitive business environment. MARKETING 2016 delivers in-depth coverage of fundamental marketing concepts and strategies, along with practical applications and real-world examples, including up-to-date material on social networking, digital marketing, social and environmental responsibility, globalization, entrepreneurship, and marketing in times of transition. The current edition also features a new chapter on managing services and branding, a new section exploring the importance and uses of Big Data, updated learning objectives, and access to new "Ask a Marketer" videos to introduce key concepts. Perfect for students of all backgrounds and interest levels, MARKETING 2016 is an essential resource for classroom and career success.
Part I: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS.
1. An Overview of Strategic Marketing.
2. Planning, Implementing, and Evaluating Marketing Strategies.
Part II: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES.
3. The Marketing Environment.
4. Social Responsibility and Ethics in Marketing.
Part III: MARKETING RESEARCH AND TARGET MARKET ANALYSIS.
5. Marketing Research and Information Systems.
6. Target Markets Segmentation and Evaluation.
Part IV: BUYING BEHAVIOR, GLOBAL MARKETING, AND DIGITAL MARKETING.
7. Consumer Buying Behavior.
8. Business Markets and Buying Behavior.
9. Reaching Global Markets.
10. Digital Marketing and Social Networking.
Part V: PRODUCT DECISIONS.
11. Product Concepts, Branding and Packaging.
12. Developing and Managing Products.
13. Services Marketing.
Part VI: DISTRIBUTION DECISIONS.
14. Marketing Channels and Supply-Chain Management.
15. Retailing, Direct Marketing and Wholesaling.
Part VII: PROMOTION DECISIONS.
16. Integrated Marketing Communications.
17. Advertising and Public Relations.
18. Personal Selling and Sales Promotion.
Part VIII: PRICING DECISIONS.
19. Pricing Concepts.
20. Setting Prices.
Sample Marketing Plan.
All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.
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