Marketing Foundations, International Edition

ISBN-13: 9781133190974 / Angielski / Miękka / 2012 / 736 str.

William Pride

Opis

Comprehensive yet concise, this textbook covers basic marketing concepts and strategies, while providing instructors with the flexibility to integrate supplemental resources or activities into their courses.

Spis treści

Part I: MARKETING STRATEGY AND ENVIRONMENT. 1. Strategic Marketing Management. 2. Developing & Implementing Marketing Strategies. 3. The Global Marketing Environment. Part II: MARKETING RESEARCH AND TARGET MARKET ANALYSIS. 4. Information For Marketing Research. 5. Selecting Target Markets. Part III: CUSTOMER BEHAVIOR AND E-MARKETING. 6. Consumer Behavior. 7. Business Buying Behavior. 8. International Marketing. 9. Digital Marketing and Social Media. Part IV: PRODUCT DECISIONS. 10. Product Decisions. 11. Developing and Managing Goods and Services. Part V: PRICING DECISIONS. 12. Strategic Pricing Management. 13. Pricing Decisions. Part VI: DISTRIBUTION DECISIONS. 14. Supply-Chain Management and Marketing Channels. 15. Retailing, Wholesaling and Direct Marketing. Part VII. Promotion Decisions. 16. Integrated Marketing Communications. 17. Advertising and Public Relations. 18. Personal Selling and Sales Promotion.

O autorze

William M. Pride is Professor of Marketing, Mays Business School, at Texas A&M University. He received his PhD from Louisiana State University. In addition to this text, he is the co-author of CENGAGE LEARNING'S BUSINESS text, a market leader. Dr. Pride teaches Principles of Marketing at both undergraduate and graduate levels and constantly solicits student feedback important to revising a Principles of Marketing text. Dr. Pride s research interests are in advertising, promotion and distribution channels. His research articles have appeared in major journals in the fields of marketing, such as the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science and the Journal of Advertising. Dr. Pride is a member of the American Marketing Association, Academy of Marketing Science, Society for Marketing Advances and the Marketing Management Association. He has received the Marketing Fellow Award from the Society for Marketing Advances and the Marketing Innovation Award from the Marketing Management Association. Both of these are lifetime achievement awards. G. Tomas M. Hult is the Eli Broad Professor of Marketing and International Business and Director of the Center for International Business Education and Research (MSU-CIBER) in the Eli Broad College of Business at Michigan State University, USA. He also serves as the Executive Director of the Academy of International Business, a worldwide academic organization with more than 3,000 members in some 80 countries. MSU-CIBER is the developer of globalEDGE, the world-leading international business resource on the web. Tomas Hult is a dual citizen of Sweden and the USA.Dr. Hult s specialty areas are in international marketing, global strategy, and supply chain management. Professor Hult is the 75th most-cited scientist in economics and business" in the world (for 1997-2007), per the ranking provided by Thomson Reuters. He has published more than 100 articles in journals such as the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of International Business Studies, Academy of Management Journal, Strategic Management Journal, Journal of Operations Management, and Decision Sciences, among others.Dr. Hult is an elected Fellow of the Academy of International Business. He is Editor of the Journal of the Academy of Marketing Science and Associate Editor of the Journal of Supply Chain Management. He has previously served as Associate Editor of Journal of International Business Studies and Decision Sciences, and currently serves on the review boards of Journal of Marketing, Journal of International Business Studies, Academy of Management Journal, and Strategic Management Journal, among others." O. C. Ferrell is The James T. Pursell Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures, Auburn University. He served as the Distinguished Professor of Leadership and Ethics at Belmont University and University Distinguished Professor of Marketing at the Anderson School of Management at University of New Mexico. He has also been on the faculties of the University of Wyoming, Colorado State University, University of Memphis, Texas A&M University, Illinois State University and Southern Illinois University. He received his PhD in marketing from Louisiana State University. He is past president of the Academic Council of the American Marketing Association, and he chaired the American Marketing Association Ethics Committee. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. In addition, he is a former member of the Academy of Marketing Science Board of Governors and is a Society of Marketing Advances and Southwestern Marketing Association Fellow and an Academy of Marketing Science Distinguished Fellow. He was the vice president of publications and is president for the Academy of Marketing Science. He was the first recipient of the Marketing Education Innovation Award from the Marketing Management Association. He received a Lifetime Achievement Award from the Macromarketing Society and a special award for service to doctoral students from the Southeast Doctoral Consortium. He received the Harold Berkman Lifetime Service Award from the Academy of Marketing Science and, more recently, the Cutco/Vector Distinguished Marketing Educator Award. Dr. Ferrell is the co-author of 20 books and more than 100 published articles and papers. His articles have been published in the Journal of Marketing Research, the Journal of Marketing, the Journal of Business Ethics, and the Journal of Business Research, as well as other journals.