TY  - BOOK
AU  - Pride,William M.
AU  - Ferrell,O.C.
TI  - Marketing
SN  - 9781285858340
AV  - HF5415 .P658 2016
U1  - 658.8 23
PY  - 2016///]
CY  - Boston, MA, USA
PB  - Cengage Learning
KW  - Marketing
N1  - 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; Includes bibliographical references and index
ER  -