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Marketing(Original)
作者：
William M. Pride O. C Ferrell
分類：
外文書籍
／
綜論
出版社：
Cengage 總公司
出版日期：2016/2/16
ISBN：9781285858340
書籍編號：kk0486176
頁數：687
定價：
1360
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Marketing(Original) Pride and Ferrell’s MARKETING 2016 provides a thorough overview of essential marketing principles within a visually engaging, reader-friendly presentation. This popular, proven text helps students develop the knowledge and decision-making skills they need to succeed in today’s competitive business environment. MARKETING 2016 delivers in-depth coverage of fundamental marketing concepts and strategies, along with practical applications and real-world examples, including up-to-date material on social networking, digital marketing, social and environmental responsibility, globalization, entrepreneurship, and marketing in times of transition. The current edition also features a new chapter on managing services and branding, a new section exploring the importance and uses of Big Data, updated learning objectives, and access to new "Ask a Marketer" videos to introduce key concepts. Perfect for students of all backgrounds and interest levels, MARKETING 2016 is an essential resource for classroom and career success.
William M. Pride O. C Ferrell 作者：William M. Pride 現職：Texas A ＆ M University 作者：O. C. Ferrell 現職：University of New Mexico
PART I: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS Ch 1 An Overview of Strategic Marketing Ch 2 Planning, Implementing, and Evaluating Marketing Strategies PART II: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES Ch 3 The Marketing Environment Ch 4 Social Responsibility and Ethics in Marketing PART III: MARKETING RESEARCH AND TARGET MARKET ANALYSIS Ch 5 Marketing Research and Information Systems Ch 6 Target Markets: Segmentation and Evaluation PART IV: BUYING BEHAVIOR, GLOBAL MARKETING, AND DIGITAL MARKETING Ch 7 Consumer Buying Behavior Ch 8 Business Markets and Buying Behavior Ch 9 Reaching Global Markets Ch10 Digital Marketing and Social Networking PART V: PRODUCT DECISIONS Ch11 Product Concepts, Branding and Packaging Ch12 Developing and Managing Products Ch13 Services Marketing PART VI: DISTRIBUTION DECISIONS Ch14 Marketing Channels and Supply-Chain Management Ch15 Retailing, Direct Marketing and Wholesaling PART VII: PROMOTION DECISIONS Ch16 Integrated Marketing Communications Ch17 Advertising and Public Relations Ch18 Personal Selling and Sales Promotion PART VIII: PRICING DECISIONS Ch19 Pricing Concepts Ch20 Setting Prices Appendix A: Financial Analysis in Marketing Appendix B: Sample Marketing Plan Appendix C: Careers in Marketing
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