內容簡介

　　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.

作者介紹

作者簡介

William M. Pride

　　現職：Texas A & M University

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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詳細資料

ISBN：9781285858340
叢書系列：行銷管理
規格：平裝 / 687頁 / 21.6 x 27.5 x 3.44 cm / 普通級 / 全彩印刷 / 18版
出版地：台灣

本書分類：專業/教科書/政府出版品> 管理類> 行銷> 行銷管理

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