Marketing 2016, 18th Edition

Pride and Ferrell’s MARKETING 2016 provides a thorough overview of essential marketing principles within a visually engaging, reader-friendly presentation. This popular, proven book helps readers 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 chapter objectives, and access to new “Ask a Marketer” videos to introduce key concepts. Perfect for readers of all backgrounds and interest levels, MARKETING 2016 is an essential resource for career success.

Table of Contents

Part 1: Marketing Strategy and Customer Relationships
Chapter 1: An Overview of Strategic Marketing
Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies

Part 2: Environmental Forces and Social and Ethical Responsibilities
Chapter 3: The Marketing Environment
Chapter 4: Social Responsibility and Ethics in Marketing

Part 3: Marketing ResearChapter and Target Market Analysis
Chapter 5: Marketing ResearChapter and Information Systems
Chapter 6: Target Markets: Segmentation and Evaluation

Part 4: Buying Behavior, Global Marketing, and Digital Marketing
Chapter 7: Consumer Buying Behavior
Chapter 8: Business Markets and Buying Behavior
Chapter 9: Reaching Global Markets
Chapter 10: Digital Marketing and Social Networking

Part 5: Product Decisions
Chapter 11: Product Concepts, Branding, and Packaging
Chapter 12: Developing and Managing Products
Chapter 13: Services Marketing

Part 6: Distribution Decisions
Chapter 14: Marketing Channels and Supply-Chain Management
Chapter 15: Retailing, Direct Marketing, and Wholesaling

Part 7: Promotion Decisions
Chapter 16: Integrated Marketing Communications
Chapter 17: Advertising and Public Relations
Chapter 18: Personal Selling and Sales Promotion

Part 8: Pricing Decisions
Chapter 19: Pricing Concepts
Chapter 20: Setting Prices