Foundations Of Marketing 8th Ed.

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E-Book Overview

Introduce the essentials and latest trends in marketing with strong visuals and timely discussions in the proven resource for students of all backgrounds -- Pride/Ferrell’s FOUNDATIONS OF MARKETING. The seventh edition's extensive coverage of current marketing strategies and concepts addresses social media, sustainability, globalization, customer relationship management, supply chain management, and digital marketing. Emerging topics, such as social and environmental responsibility, entrepreneurship, and new trends in marketing, resonate with students who are striving for success in today's fast-paced, evolving business world. Photos, screenshots, advertisements, and real-world examples make concepts meaningful for students.

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E-Book Information

• Year: 2,018

• Edition: 8

• Pages: 574

• Pages In File: 574

• Language: English

• Topic: 4

• Identifier: 1337614629, 9781337614627

• Org File Size: 107,471,478

• Extension: pdf

• Tags: Marketing

• Toc: Brief contents......Page 4Preface......Page 13Part 1......Page 31chapter 1 - Customer-Driven Strategic Marketing......Page 32chapter 2 - Planning, Implementing and Evaluating Marketing Strategies......Page 54chapter 3 - The Marketing Environment, Social Responsibility, and Ethics......Page 78Part 2......Page 109chapter 4 - Marketing Research and Information System......Page 110chapter 5 - Target Markets: Segmentation and Evaluation......Page 136Part 3......Page 161chapter 6 - Consumer Buying Behavior......Page 162chapter 7 - Business Markets and Buying Behavior......Page 190chapter 8 - Reaching Global Markets......Page 214chapter 9 - Digital Marketing and Social Networking......Page 242Part 4......Page 269chapter 10 - Product, Branding and Packaging Concepts......Page 270chapter 11 - Developing and Managing Goods and Services......Page 300chapter 12 - Pricing Concepts and Management......Page 330Part 5......Page 359chapter 13 - Marketing Channels and Supply-Chain Management......Page 360chapter 14 - Retailing, Direct Marketing, and Wholesaling......Page 392Part 6......Page 421chapter 15 - Integrated Marketing Communications......Page 422chapter 16 - Advertising and Public Relations......Page 448chapter 17 - Personal Selling and Sales Promotion......Page 474Endnotes......Page 502Glossary......Page 539Name Index......Page 550Company Index......Page 555subject Index......Page 559