Description
CENGAGE Marketing Foundations 3 Edition 2009 Edition by PRIDE, FERRELL
MARKETING FOUNDATIONS, 3e, International Edition offers a concise, straightforward approach to basic marketing concepts and strategies, while providing instructors with the flexibility to integrate supplemental resources or activities into their courses. Providing comprehensive coverage in a consolidated format, Pride and Ferrell highlight topics in ethics, e-marketing, and customer relationship management while incorporating up-to-date research and examples throughout. In addition to a well-respected, distinguished author team, authoritative coverage, and comprehensive yet consolidated coverage, the Third Edition includes new advertisements, photos, and screen shots throughout the text; and Opening Vignettes that feature engaging companies intended to spark student interest. PART 1. STRATEGIC MARKETING AND ITS ENVIRONMENT.1. Customer-Driven Strategic Marketing.2. Planning Marketing Strategies.3. The Marketing Environment, Social Responsibility, and Ethics.PART 2. USING TECHNOLOGY FOR CONSUMER RELATIONSHIPS IN A GLOBAL ENVIRONMENT.4. E-Marketing and Customer Relationship Management.5. Global Markets and International Marketing.PART 3. TARGET MARKET SELECTION AND RESEARCH.6. Marketing Research and Information Systems.7. Target Markets: Segmentation and Evaluation.PART 4. CUSTOMER BEHAVIOR.8. Consumer Buying Behavior.9. Business Markets and Buying Behavior.PART 5. PRODUCT DECISIONS.10. Product, Branding, and Packaging Concepts.11. Developing and Managing Goods and Services.PART 6. PRICING DECISIONS.12. Pricing Fundamentals.13. Pricing Management.PART 7. DISTRIBUTION DECISIONS.14. Marketing Channels and Supply Chain Management.15. Retailing, Direct Marketing and Wholesaling.PART 8. PROMOTION DECISIONS.16. Integrated Marketing Communications.17. Advertising and Public Relations.18. Personal Selling and Sales Promotion.