Książki

Gain the understanding you need to think and act like a marketer the most current principles of marketing resource -- Pride/Ferrell's FOUNDATIONS OF MARKETING 9E with MindTap. This edition blends marketing fundamentals with discussions of the latest topics and trends reshaping marketing. You'll examine the power of market research, analytics, and the impact of artificial intelligence while introducing social media, digital marketing, ethics, globalization, and marketing technology interface. Updated intriguing visuals, timely content, real cases, and fascinating videos work with the engaging presentation to put principles into practice in today's fast-paced business world. MindTap, today's leading digital platform helps you reinforce concepts to learn, apply, and study them in interactive marketing scenarios to build confidence and elevate performance.

Foundations of Marketing

PART I: STRATEGIC MARKETING AND ITS ENVIRONMENT.

1. Customer-Driven Strategic Marketing.

2. Planning, Implementing, and Evaluating Marketing Strategies.

3. The Marketing Environment, Social Responsibility, and Ethics.

PART II: MARKETING RESEARCH AND TARGET MARKETS.

4. Marketing Research and Analytics.

5. Target Market Segmentation and Evaluation.

PART III: CUSTOMER BEHAVIOR AND E-MARKETING.

6. Consumer Buying Behavior.

7. Business Markets and Buying Behavior.

8. Reaching Global Markets.

9. Digital Marketing and Social Networking.

PART IV: PRODUCT AND PRICE DECISIONS.

10. Product, Branding, and Packing Concepts.

11. Developing and Managing Goods and Services

12. Pricing Concepts and Management.

13. Marketing Channels and Supply-Chain Management.

14. Retailing, Direct Marketing, and Wholesaling.

PART V: PROMOTION DECISIONS.

15. Integrated Marketing Communications.

16. Advertising and Public Relations.

17. Personal Selling and Sales Promotion.

Online Appendices.

Appendix A: Financial Analysis in Marketing.

Appendix B: Sample Marketing Plan.

Appendix C: Careers in Marketing.