Pride, William M. creator Gilly, Mary C. Graham, John I. text bibliography mau New York South-Western 2011 2002 4th ed. monographic eng

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xix, 474 p. + [various pagings] : ill. ; Contents: 1. Strategic marketing and its environment: Customer-driven strategic marketing -- Planning marketing strategies -- The marketing environment, social responsibility and ethics -- 2. Marketing research and target markets: Marketing research and information systems -- Target markets; segmentation and evaluation -- 3. Customer behavior: Consumer buying behavior -- Business markets and buying behavior -- Global markets and international marketing -- 4. Product decisions: Product, branding and packaging concepts -- Developing and managing goods and services -- 5. Pricing decisions: Pricing fundamentals -- Pricing management -- 6. Distribution decisions: Marketing channels and supply-chain management -- Retailing, direct marketing and wholesaling -- 7. Promotion decisions: Integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion -- William M. Pride, O. C. Ferrell Includes bibliographical references and indexes. Export marketing International business enterprises HF5415.P65 658.8/48 9780538756372 0538756373 2001024810 DLC 010423 20211124113658.0 12388168