Marketing 2016, 18th Edition
- Length: 832 pages
- Edition: 18
- Language: English
- Publisher: South-Western College Pub
- Publication Date: 2015-01-08
- ISBN-10: 1285858344
- ISBN-13: 9781285858340
- Sales Rank: #21962 (See Top 100 Books)
Pride and Ferrell’s MARKETING 2016 provides a thorough overview of essential marketing principles within a visually engaging, reader-friendly presentation. This popular, proven book helps readers 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 chapter objectives, and access to new “Ask a Marketer” videos to introduce key concepts. Perfect for readers of all backgrounds and interest levels, MARKETING 2016 is an essential resource for career success.
Table of Contents
Part 1: Marketing Strategy and Customer Relationships
Chapter 1: An Overview of Strategic Marketing
Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
Part 2: Environmental Forces and Social and Ethical Responsibilities
Chapter 3: The Marketing Environment
Chapter 4: Social Responsibility and Ethics in Marketing
Part 3: Marketing ResearChapter and Target Market Analysis
Chapter 5: Marketing ResearChapter and Information Systems
Chapter 6: Target Markets: Segmentation and Evaluation
Part 4: Buying Behavior, Global Marketing, and Digital Marketing
Chapter 7: Consumer Buying Behavior
Chapter 8: Business Markets and Buying Behavior
Chapter 9: Reaching Global Markets
Chapter 10: Digital Marketing and Social Networking
Part 5: Product Decisions
Chapter 11: Product Concepts, Branding, and Packaging
Chapter 12: Developing and Managing Products
Chapter 13: Services Marketing
Part 6: Distribution Decisions
Chapter 14: Marketing Channels and Supply-Chain Management
Chapter 15: Retailing, Direct Marketing, and Wholesaling
Part 7: Promotion Decisions
Chapter 16: Integrated Marketing Communications
Chapter 17: Advertising and Public Relations
Chapter 18: Personal Selling and Sales Promotion
Part 8: Pricing Decisions
Chapter 19: Pricing Concepts
Chapter 20: Setting Prices
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