Marketing Foundations
4th Edition
Published on 1. March 2010
Book
Paperback/Softback
560 pages
978-0-538-75637-2 (ISBN)
Description
"Marketing Foundations, 4/e, International Edition" offers a concise, straightforward approach to basic marketing concepts and strategies, while providing instructors with the flexibility to integrate supplemental resources or activities into their courses. Providing comprehensive coverage in a consolidated format, Pride and Ferrell highlight topics in sustainable marketing, marketing entrepreneurship, and marketing in transitional times while incorporating up-to-date research and examples throughout. In addition to a well-respected, distinguished author team, authoritative coverage, and comprehensive yet consolidated coverage, the fourth edition includes new advertisements, photos, and screen shots throughout the text; activities contributing to a larger semester goal to create a marketing plan; boxed features highlighting text themes; and, Opening Vignettes that feature engaging companies intended to spark student interest.
More details
Edition
International ed of 4th revised ed
Language
English
Place of publication
Mason, OH
United States
Publishing group
Cengage Learning, Inc
Target group
College/higher education
Edition type
Revised edition
Illustrations
Illustrations
Dimensions
Height: 276 mm
Width: 217 mm
Thickness: 20 mm
Weight
1120 gr
ISBN-13
978-0-538-75637-2 (9780538756372)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Part I: STRATEGIC MARKETING AND ITS ENVIRONMENT. 1. Customer-Driven Strategic Marketing. 2. Planning Marketing Strategies. 3. The Marketing Environment, Social Responsibility, and Ethics. Part II: MAREKET RESEARCH AND TARGET MARKETS. 4. Marketing Research and Information Systems. 5. Target Markets: Segmentation and Evaluation. PART III: CUSTOMER BEHAVIOR. 6. Consumer Buying Behavior. 7. Business Markets and Buying Behavior. 8. Global Markets and International Marketing. Part IV: PRODUCT DECISIONS. 9. Product, Branding, and Packaging Concepts. 10. Developing and Managing Goods and Services. Part V: PRICING DECISIONS. 11. Pricing Fundamentals. 12. Pricing Management. Part VI: DISTRIBUTION DECISIONS. 13. Marketing Channels and Supply Chain Management. 14. Retailing, Direct Marketing and Wholesaling. Part VII: PROMOTION DECISIONS. 15. Integrated Marketing Communications. 16. Advertising and Public Relations. 17. Personal Selling and Sales Promotion. Appendix: Careers in Marketing.