Pride, William M. creator Ferrell, O. C. text bibliography ctu 2015 6th ed. monographic eng

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1 volume (various paging): illustrations ; 28 cm Contents: 1. Strategic marketing and its environment: Customer-driven strategic marketing -- Planning, implementing, and evaluating marketing strategies -- The marketing environment, social responsibility, and ethics -- 2. Marketing research and target markets: Marketing research and information systems -- Target market; segmentation and evaluation -- 3. Customer behavior and e-marketing: Consumer buying behavior -- Business markets and buying behavior -- Reaching global markets -- Digital marketing and social networking -- 4. Product and price decisions: Product, branding, and packaging concepts -- Developing and managing goods and services -- Pricing concepts and management -- 5. Distribution decisions: marketing channels and supply-chain management -- Retailing, direct marketing, and wholesaling -- 6. Promotion decisions: Integrated marketing communication -- Advertising and public relations -- Personal selling and sales promotion William M. Pride, O.C. Ferrell. Includes bibliographical references and index. Marketing HF5415.P65(6e) 658.8 9781285429779 (pbk) 128542977X (pbk) 2013952148 DLC 131017 20211130143647.0 17908084 eng