Test Bank for Marketing 2016, 18th Edition, William M. Pride, O. C. Ferrell

Product details:

• ISBN-10 ‏ : ‎ 1285858344
• ISBN-13 ‏ : ‎ 978-1305769786
• Author: William M. Pride, O. C. Ferrell

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 contents:

Part I: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS.

1. An Overview of Strategic Marketing.

2. Planning, Implementing, and Evaluating Marketing Strategies. Part II: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES.

3. The Marketing Environment.

4. Social Responsibility and Ethics in Marketing. Part III: MARKETING RESEARCH AND TARGET MARKET ANALYSIS.

5. Marketing Research and Information Systems.

6. Target Markets Segmentation and Evaluation. Part IV: BUYING BEHAVIOR, GLOBAL MARKETING, AND DIGITAL MARKETING.

7. Consumer Buying Behavior.

8. Business Markets and Buying Behavior.

9. Reaching Global Markets.

10. Digital Marketing and Social Networking. Part V: PRODUCT DECISIONS.

11. Product Concepts, Branding and Packaging.

12. Developing and Managing Products.

13. Services Marketing. Part VI: DISTRIBUTION DECISIONS.

14. Marketing Channels and Supply-Chain Management.

15. Retailing, Direct Marketing and Wholesaling. Part VII: PROMOTION DECISIONS.

16. Integrated Marketing Communications.

17. Advertising and Public Relations.

18. Personal Selling and Sales Promotion. Part VIII: PRICING DECISIONS.

19. Pricing Concepts.

20. Setting Prices. Career Appendix. Financial Analysis. Sample Marketing Plan.

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