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Foundations of Marketing

Foundations of Marketing

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  • ISBN:9780357033760
  • Editorial: Cengage Learning Inc
  • Fecha de la edición:
  • Número de la edición: 8
  • Encuadernación:
  • Nº Pág.:543
  • Idiomas:Ingles,Inglés

Materias:

Introduce the essentials and latest trends in marketing with strong visuals and timely discussions in the proven resource for students of all backgrounds -- Pride/Ferrells 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.

PART I: STRATEGIC MARKETING AND ITS ENVIRONMENT.
1. Customer-Driven Strategic Marketing.
2. Planning, Implementing, and Evaluating Marketing Strategies.
3. The Marketing Environment, Social Responsibility, and Ethics.
PART II: MARKETING RESEARCH AND TARGET MARKETS.
4. Marketing Research and Information Systems.
5. Target Market Segmentation and Evaluation.
PART III: CUSTOMER BEHAVIOR AND E-MARKETING.
6. Consumer Buying Behavior.
7. Business Markets and Buying Behavior.
8. Reaching Global Markets.
9. Digital Marketing and Social Networking.
PART IV: PRODUCT AND PRICE DECISIONS.
10. Product, Branding, and Packing Concepts.
11. Developing and Managing Goods and Services
12. Pricing Concepts and Management.
13. Marketing Channels and Supply-Chain Management.
14. Retailing, Direct Marketing, and Wholesaling.
PART V: PROMOTION DECISIONS.
15. Integrated Marketing Communications.
16. Advertising and Public Relations.
17. Personal Selling and Sales Promotion.
Online Appendices.
Appendix A: Financial Analysis in Marketing.
Appendix B: Sample Marketing Plan.
Appendix C: Careers in Marketing.

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