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Marketing 2016 (ISBN: 9781285858340)

Marketing 2016 (ISBN: 9781285858340)
Marketing 2016 (ISBN: 9781285858340)

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 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.

Career Appendix.  
Financial Analysis.  
Sample Marketing Plan.

Type
Textbook
RM98.00
Ex Tax: RM98.00
  • Stock: In Stock
  • Model: 9781285858340
  • Weight: 1.80kg
  • Dimensions: 32.40cm x 23.70cm x 6.00cm
  • ISBN: 9781285858340

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