Synopses & Reviews
Engaging and motivating students with diverse backgrounds and different interest levels in marketing requires stimulating and effective teaching materials-and Pride/Ferrel continues to be the resource of choice for instructors. Combiningcontemporary coverage of marketing strategies and concepts with real-world examples, this text and its outstanding suite of supplements supply students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment. Topical issues including customer relationship management, supply chain management, the latest e-commerce models, and the current re-evaluation of dot-coms are just a few examples the authors use to connect marketing to students' personal lives. The latest edition also features a new design and additional photos, providing a fresh contemporary look and feel to the text.
About the Author
William Pride received his Ph.D. from Louisiana State University in 1972 and is currently professor of marketing at Texas A&M University. His research interests are primarily in the areas of advertising, promotion, and marketing education. His articles appear in a number of academic journals, including Journal of Marketing, Journal of Marketing Research, Journal of Academy Market Science, and Journal of Advertising. He and Dr. Ferrell also edited a special issue on "Teaching the Principles of Marketing Course" for the Journal of Marketing Education (volume 26, number 2, August 2004). In addition, Dr. Pride is the very successful lead author of both a market-leading Introduction to Business text and Principles of Marketing text.O. C. Ferrell is Professor of Marketing and Creative Enterprise Scholar at the Anderson Schools of Management, University of New Mexico. He formerly served as the Bill Daniels Distinguished Professor of Business Ethics at the University of Wyoming and as chair of the Colorado State University marketing department. He has taught at the University of Memphis, Texas A&M University, and Illinois State University. Dr. Ferrell's academic research focuses on ethical decision making, stakeholder relationships, and social responsibility. He received his Ph.D. in marketing from Louisiana State University.
Table of Contents
I. Marketing Strategy and Customer Relationships 1. An Overview of Strategic Marketing 2. Planning, Implementing, and Controlling Marketing Strategies II. The Global Environment and Social and Ethical Responsibilities 3. The Marketing Environment 4. Social Responsibility and Ethics in Marketing 5. Global Markets and International Marketing III. Using Technology and Information to Build Customer Relationships 6. E-Marketing and Customer Relationship Management 7. Marketing Research and Information Systems IV. Target Markets and Customer Behavior 8. Target Markets: Segmentation and Evaluation 9. Consumer Buying Behavior 10. Business Markets and Buying Behavior V. Product Decisions 11. Product Concepts 12. Developing and Managing Products 13. Branding and Packaging 14. Services Marketing VI. Distribution Decisions 15. Marketing Channels and Supply Chain Management 16. Wholesaling and Physical Distribution 17. Retailing and Direct Marketing VII. Promotion Decisions 18. Integrated Marketing Communications 19. Advertising and Public Relations 20. Personal Selling and Sales Promotion VIII. Pricing Decisions 21. Pricing Concepts 22. Setting Prices Appendices A. Careers in Marketing B. Financial Analysis in Marketing C. Sample Marketing Plan