TY  - BOOK
AU  - Pride,William M.
AU  - Ferrell,O.C.
TI  - Foundations of marketing.
SN  - 9781285429779 (pbk)
AV  - HF5415.P65(6e) 
U1  - 658.8 23
PY  - 2015///
CY  - Stamford
PB  - Cengage Learning
KW  - Marketing
N1  - Includes bibliographical references and index; 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
ER  -