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.
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
作者：William M. Pride
現職：Texas A & M University
作者：O. C. Ferrell
現職：University of New Mexico