Marketing

Authors : William M. Pride; O. C. Ferrell

9780357984260

792 Pages Paperback

21st Edition | Previous Editions: 2020, 2018

$183.75

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Pride/Ferrell's MARKETING, 21st Edition, helps students develop the knowledge and decision-making skills necessary to succeed in today's competitive business environment through its visually engaging and reader-friendly presentation of essential marketing concepts and strategies. Expanded coverage o... more

Features

Two cases at the end of each chapter illustrate how to apply marketing strategies and concepts with examples from companies like Tillamook, Calendly, Salesforce and Gelson’s Market.

Organizational models at the beginning of each part provide a clear, visual tool for understanding the connections am... more

New to this Edition

Updated cases highlight the relevance and importance of marketing in a variety of business contexts by reflecting a wider range of company sizes and industries including non-profits, technology, entertainment, apparel and food and beverage.

The Integrity in Marketing box feature provides additional... more

Authors

William M. Pride

William M. Pride is Professor of Marketing at Mays Business School, Texas A&M University. He received his PhD from Louisiana State University. In addition to this text, he is the co-author of CENGAGE LEARNING'S BUSINESS, a market-leader. Dr. Pride teaches principles of marketing at both undergraduate and graduate levels and constantly solicits student feedback that is important to revising a PRINCIPLES OF MARKETING text. Dr. Pride’s research interests are in advertising, promotion and distribution channels. His research articles have appeared in major journals in the fields of marketing such as the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science and the Journal of Advertising. Dr. Pride is a member of the American Marketing Association, Academy of Marketing Science, Society for Marketing Advances and the Marketing Management Association. He has received the Marketing Fellow Award from the Society for Marketing Advances and the Marketing Innovation Award from the Marketing Management Association. Both of these are lifetime achievement awards.

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O. C. Ferrell

O.C. Ferrell is The James T. Pursell Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures, Auburn University. He served as the Distinguished Professor of Leadership and Ethics at Belmont University and University Distinguished Professor of Marketing at the Anderson School of Management at University of New Mexico. He has also been on the faculties of the University of Wyoming, Colorado State University, University of Memphis, Texas A&M University, Illinois State University and Southern Illinois University. He received his PhD in marketing from Louisiana State University. He is past president of the Academic Council of the American Marketing Association, and he chaired the American Marketing Association Ethics Committee. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. In addition, he is a former member of the Academy of Marketing Science Board of Governors and is a Society of Marketing Advances and Southwestern Marketing Association Fellow and an Academy of Marketing Science Distinguished Fellow. He was the vice president of publications and is president of the Academy of Marketing Science. He was the first recipient of the Marketing Education Innovation Award from the Marketing Management Association. He received a Lifetime Achievement Award from the Macromarketing Society and a special award for service to doctoral students from the Southeast Doctoral Consortium. He received the Harold Berkman Lifetime Service Award from the Academy of Marketing Science and, more recently, the Cutco/Vector Distinguished Marketing Educator Award. Dr. Ferrell is the co-author of 20 books and more than 100 published articles and papers. His articles have been published in the Journal of Marketing Research, the Journal of Marketing, the Journal of Business Ethics and the Journal of Business Research as well as other journals.

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Table of Contents

Part I: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS.
1. An Overview of Strategic Marketing.
2. Planning, Implementing, and Evaluating Marketing Strategies.
Part II: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES.
3. The Marketing Environment.
4. Social Responsibility and Ethics in Marketing.
Part III: MARKETING RESEARCH AND TARGET MARKET ANALYSIS.
5. Marketing Research and Information Systems.
6. Target Markets Segmentation and Evaluation.
Part IV: BUYING BEHAVIOR, GLOBAL MARKETING, AND DIGITAL MARKETING.
7. Consumer Buying Behavior.
8. Business Markets and Buying Behavior.
9. Reaching Global Markets.
10. Digital Marketing and Social Networking.
Part V: PRODUCT DECISIONS.
11. Product Concepts, Branding and Packaging.
12. Developing and Managing Products.
13. Services Marketing.
Part VI: DISTRIBUTION DECISIONS.
14. Marketing Channels and Supply-Chain Management.
15. Retailing, Direct Marketing and Wholesaling.
Part VII: PROMOTION DECISIONS.
16. Integrated Marketing Communications.
17. Advertising and Public Relations.
18. Personal Selling and Sales Promotion.
Part VIII: PRICING DECISIONS.
19. Pricing Concepts.
20. Setting Prices.
AVAILABLE ONLY ONLINE:
Appendix A: Financial Analysis in Marketing.
Appendix B: Sample Marketing Plan.
Appendix C: Careers in Marketing.

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Teacher Supplements

Instructor's Companion Website

9780357984345

Everything you need for your course is in one place! This collection of book-specific lecture and class tools is available online via www.cengage.com/login. Access and download materials such as the workbook answer keys, the instructor's manual and more.

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Student Supplements

Marketing, 21st, K12 MindTap (1-year access)

9780357984420 $40.00

Our online learning platforms are designed to achieve better results. By increasing student engagement, improving teacher productivity and using assessment to enable differentiation, we support growth. With Pride/Ferrell's MARKETING, 21st Edition, K12 MindTap (1-year access), ou... more

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Marketing, 21st, K12 MindTap (6-year access)

9780357984437 $159.00

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Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Cengage Learning representative for more information.

K12 Print + Digital Bundle: Marketing, 21st Student Edition + MindTap, 1-year access

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K12 Print + Digital Bundle: Marketing, 21st Student Edition + MindTap, 6-year access

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