Marketing, Vol. 15 » (15th Edition)

William Pride received his Ph.D. from Louisiana State University in 1972 and is currently professor of marketing at Texas A&M University. His research interests are primarily in the areas of advertising, promotion, and marketing education. His articles appear in a number of academic journals, including Journal of Marketing, Journal of Marketing Research, Journal of Academy Market Science, and Journal of Advertising. He and Dr. Ferrell also edited a special issue on "Teaching the Principles of Marketing Cour

Dr. O. C. Ferrell (Ph.D., Louisiana State University) is Professor of Marketing and Creative Enterprise Scholar at the Anderson Schools of Management at the University of New Mexico. Dr. Ferrell's has a distinguished teaching career including being a Distinguished Professor of Business Ethics at the University of Wyoming, Marketing Chair at Colorado State University, Professor of Marketing and Business Ethics at the University of Memphis, professor at the University of Tampa, Texas A&M University, Illinois State University, and Southern Illinois University. His MBA and BA degrees are from Florida State University. Needless to say his teaching career is broad including courses up and down the marketing curriculum-both domestically and internationally. Dr. Ferrell is also an accomplished author with contributions within 17 books and more than 75 articles. Dr. Ferrell has served as an expert witness in many high-profile civil litigation cases related to marketing ethics. More recently he has assisted international corporations and worked with state regulatory agencies in modifying marketing programs to maintain compliance with both ethical and legal requirements. He has appeared on the NBC Today show and he has been quoted in national papers such as USA Today.

Perfect for students of all backgrounds and interest levels, Pride and Ferrell's MARKETING 2010, combines a thorough overview of essential marketing principles with a visually engaging, reader-friendly presentation. This popular, proven text and a full range of supplemental learning resources (including podcasts, videos, and an interactive marketing plan) provide students with the knowledge and decision making skills they'll need to succeed in today's competitive business environment. MARKETING 2010 includes coverage of current marketing strategies and concepts, as well as extensive real-world examples, including material on globalization, customer relationship management, supply chain management, and the latest e-commerce models. The new edition also incorporates important topics drawn from the rapidly changing world of modern business, including social and environmental responsibility, entrepreneurship, and pop culture marketing.

PART 1: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS. 1. An Overview of Strategic Marketing. 2. Planning, Implementing, and Controlling Marketing Strategies. PART 2: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES. 3. The Marketing Environment. 4. Social Responsibility and Ethics in Marketing. PART 3: USING INFORMATION, TECHNOLOGY, AND TARGET MARKET ANALYSIS. 5. Marketing Research and Information Systems. 6. Target Markets: Segmentation, Evaluation, and Positioning. PART 4: CUSTOMER BEHAVIOR. 7. Consumer Buying Behavior. 8. Business Markets and Buying Behavior. 9. Reaching Global Markets. PART 5: PRODUCT DECISIONS. 10. Product Concepts. 11. Developing and Managing Products. 12. Branding and Packaging. 13. Services Marketing. PART 6: DISTRIBUTION DECISIONS. 14. Marketing Channels and Supply-Chain Management. 15. Retailing, Direct Marketing, and Wholesaling. PART 7: PROMOTION DECISIONS. 16. Integrated Marketing Communications. 17. Advertising and Public Relations. 18. Personal Selling and Sales Promotion. PART 8: PRICING DECISIONS. 19. Pricing Concepts. 20. Setting Prices. Appendix A: Careers in Marketing. Appendix B: Financial Analysis in Marketing. Appendix C: Sample Marketing Plan.