Marketing(17版)

　　Perfect for students of all backgrounds and interest levels, Pride and Ferrell's MARKETING 2014, International Edition combines a thorough overview of essential marketing principles with a visually engaging, reader-friendly presentation. This popular, proven text and a full range of supplemental learning resources (including eLectures, videos, and an interactive marketing plan) provide students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment. MARKETING 2014, International Edition includes the most current coverage of marketing strategies and concepts with extensive real-world examples including material on social networking and digital marketing. This edition has an updated chapter on digital media and social networking that incorporates the latest research and trends in the ever-changing environment of e-marketing. You will find important topics drawn from the rapidly changing world of modern business including social and environmental responsibility, sustainability, globalization, entrepreneurship, and marketing through transitional times.

作者簡介

William M. Pride

　　現職：Texas A&M University

O.C. Ferrell

　　現職：University of New Mexico

G. Tomas M. Hult

　　現職：Michigan State University

PART I: MARKETING STRATEGY AND ENVIRONMENT
Ch 1 Strategic Marketing Management
Ch 2 Developing and Implementing Marketing Strategies
Ch 3 The Global Marketing Environment

PART II: MARKETING RESEARCH AND TARGET MARKET ANALYSIS
Ch 4 Information for Marketing Decisions
Ch 5 Selecting Target Markets

PART III: CUSTOMER BEHAVIOR AND E-MARKETING
Ch 6 Consumer Behavior
Ch 7 Business Buying Behavior
Ch 8 International Marketing
Ch 9 Digital Marketing and Social Networking

PART IV: PRODUCT DECISIONS
Ch 10 Product Decisions
Ch 11 Strategic Product Management
Ch 12 Services Marketing
Ch 13 Strategic Management of Branding and Packaging

PART Ⅴ: DISTRIBUTION DECISIONS
Ch 14 Supply-Chain Management and Marketing Channels
Ch 15 Retailing, Wholesaling, and Direct Marketing

PART Ⅵ: PROMOTION DECISIONS
Ch 16 Integrated Marketing Communications
Ch 17 Advertising and Public Relations
Ch 18 Personal Selling and Sales Promotion

PART Ⅶ: PRICING DECISIONS
Ch 19 Strategic Pricing Management
Ch 20 Pricing Decisions

PART Ⅷ: SOCIAL RESPONSIBILITY AND MARKETING ETHICS
Ch 21 Global Issues, Social Responsibility, and Marketing Ethics

Appendix A: Financial Analysis in Marketing
Appendix B: Sample Marketing Plan
Online Appendix: Careers in Marketing