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Marketing 2016 18th Edition (eBook PDF)

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Product details:

  • ISBN-10 ‏ : ‎ 1285858344
  • ISBN-13 ‏ : ‎ 978-1305769786
  • Author: William M. Pride, O. C. Ferrell

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 contents:

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.

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