【市场营销学，Cengage 教材】 Foundations of Marketing (6e) by Pride, Belmont

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Foundations of Marketing, 6th Edition

William M. Pride Texas A&M University
O. C. Ferrell Belmont University



Popular with readers from all backgrounds and interest levels, FOUNDATIONS OF MARKETING, 6th Edition introduces you to the essentials and latest trends in marketing with strong visuals and stimulating, timely discussions. Meaningful coverage of current marketing strategies and concepts includes social media, entrepreneurship, sustainability, globalization, customer relationship management, supply chain management, and e-commerce models. Emerging topics, such as social and environmental responsibility, entrepreneurship, and marketing during transitional times depict the changing nature of business, keeping you in touch with and prepared for a competitive world. Illustrating the issues with captivating photos, screenshots, advertisements, and examples from real life, FOUNDATIONS OF MARKETING, 6th Edition also offers a variety of modern learning supplements, such as podcasts, videos, and an interactive marketing plan, to help you develop the practical decision-making skills you need for professional success.

Table of Contents

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 Information Systems.
5. Target Markets 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. E-Marketing, Digital Media, and Social Networking.

PART IV: PRODUCT AND PRICE DECISIONS.
10. Product, Branding, and Packing Concepts.
11. Developing and Managing Goods and Services
12. Developing and Managing Prices.
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.
Financial Analysis in Marketing.
Sample Marketing Plan.
Careers in Marketing.

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