Marketing (2016 18 Ed.) | 誠品線上

Marketing (2016 18 Ed.)

內容簡介

內容簡介 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.

作者介紹

作者介紹 ■作者簡介William M. Pride現職：Texas A & M UniversityO. C. Ferrell現職：University of New Mexico

產品目錄

產品目錄 PART I: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPSCh 1 An Overview of Strategic MarketingCh 2 Planning, Implementing, and Evaluating Marketing StrategiesPART II: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIESCh 3 The Marketing EnvironmentCh 4 Social Responsibility and Ethics in MarketingPART III: MARKETING RESEARCH AND TARGET MARKET ANALYSISCh 5 Marketing Research and Information SystemsCh 6 Target Markets: Segmentation and EvaluationPART IV: BUYING BEHAVIOR, GLOBAL MARKETING, AND DIGITAL MARKETINGCh 7 Consumer Buying BehaviorCh 8 Business Markets and Buying BehaviorCh 9 Reaching Global MarketsCh10 Digital Marketing and Social NetworkingPART V: PRODUCT DECISIONSCh11 Product Concepts, Branding and PackagingCh12 Developing and Managing ProductsCh13 Services MarketingPART VI: DISTRIBUTION DECISIONSCh14 Marketing Channels and Supply-Chain ManagementCh15 Retailing, Direct Marketing and WholesalingPART VII: PROMOTION DECISIONSCh16 Integrated Marketing CommunicationsCh17 Advertising and Public RelationsCh18 Personal Selling and Sales PromotionPART VIII: PRICING DECISIONSCh19 Pricing ConceptsCh20 Setting PricesAppendix A: Financial Analysis in MarketingAppendix B: Sample Marketing PlanAppendix C: Careers in Marketing

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