Marketing foundations/ William M. Pride and O. C. Ferrell
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TextPublication details: Mason, Ohio: South-Western; 2009Edition: 3rd edDescription: 521 pages : illustrations ; 26 cmISBN: - 9781439080474
- 658.8 PRM
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Business Administration Discipline
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KU Central Library | Rack No. : 44 Shelve No. : B-05 | Reference Section (Non-Issuable Books) | 658.8 PRM 2009 (Browse shelf(Opens below)) | C-1 (NI) | Not For Loan | 51631 |
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Includes bibliographical references (p. 235-238).
PART 1. STRATEGIC MARKETING AND ITS ENVIRONMENT.
1. Customer-Driven Strategic Marketing.
2. Planning Marketing Strategies
3. The Marketing Environment, Social Responsibility, and Ethics.
PART 2. USING TECHNOLOGY FOR CONSUMER RELATIONSHIPS IN A GLOBAL ENVIRONMENT.
4. E-Marketing and Customer Relationship Management.5. Global Markets and International Marketing.
PART 3. TARGET MARKET SELECTION AND RESEARCH
PART 4. CUSTOMER BEHAVIOR.
PART 5. PRODUCT DECISIONS.
PART 6. PRICING DECISIONS.
PART 7. DISTRIBUTION DECISIONS.
PART 8. PROMOTION DECISIONS.
Summary: Describes basic marketing concepts and strategies. This book highlights topics in ethics, e-marketing, and customer relationship management while incorporating research and examples throughout.
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