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 e... more
"Marketing Debate" features present controversial marketing issues and encourage students to apply critical thinking processes to take a stance on topics such as marketing children's toys with fast food, privacy issues in retail return tracking, child-free seating zones on airplanes, consumer monito... more
A new chapter on managing services and branding consolidates material from two chapters in the previous edition, creating a more streamlined presentation and natural organization of related topics.
The chapter on Marketing Research and Information Systems includes a new section on Big Data, reflect... more