Marketing Foundations, International Edition
O C Ferrell author William Pride author G Tomas Hult author
Format:Paperback
Publisher:Cengage Learning, Inc
Published:6th Jun '12
Currently unavailable, and unfortunately no date known when it will be back
Popular with readers from all backgrounds and interest levels, MARKETING FOUNDATIONS, 5E, International Edition introduces you to the essentials and latest trends in marketing with strong visuals and stimulating, timely discussions. Meaningful 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 depict the changing nature of business, keeping you in touch with and prepared for a competitive world. Hult enhances this edition by offering up a unique, global perspective through real-world examples and commentary on significant international-specific marketing concepts and practices. Illustrating the issues with captivating photos, screenshots, advertisements, and examples from real life, MARKETING FOUNDATIONS, 5E, International Edition also offers a variety of modern learning supplements, such as podcasts, videos, and an interactive marketing plan, to help you develop the practical decision-making skills you need for professional success.
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: MARKETING RESEARCH AND TARGET MARKETS. 4. Marketing Research and Information Systems. 5. Target Market Segmentation and Evaluation. Part III: CUSTOMER BEHAVIOR. 6. Consumer Buying Behavior. 7. Business Markets and Buying Behavior. 8. E-Marketing, Digital Media, and Social Networking. 9. Reaching Global Markets. Part IV: PRODUCT DECISIONS. 10. Product, Branding, and Packaging Concepts. 11. Developing and Managing Goods and Services. Part V: PRICING DECISIONS. 12. Pricing Concepts. 13. Pricing Management. 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.
ISBN: 9781133190974
Dimensions: 277mm x 216mm x 22mm
Weight: 1430g
736 pages
5th edition