Pride, William M.,
Essentials of marketing management / William M. Pride, O.C. Ferrell. - Philippine edition. - Quezon City, Philippines : C&E Publishing, Inc., c2019. - viii, 386 pages : illustrations (black and white) ; 25 cm.
Contents: Part I Strategic marketing and its environment -- Chapter 1 The marketing environment, social responsibility, and ethics -- Part II Targeting and customer behavior -- Chapter 2 Target markets: segmentation and evaluation -- Chapter 3 Consumer buying behavior -- Chapter 4 Business markets and buying behavior -- Part III Salesmanship and product management -- Chapter 5 Personal selling -- Chapter 6 Product, branding, and packaging concepts -- Chapter 7 Developing and managing goods and services -- Part IV Marketing channels and marketing communications -- Chapter 8 Marketing channels and supply chain management -- Chapter 9 Integrated marketing communications -- Chapter 10 Advertising and public relations -- Part V Marketing research and digital marketing -- Chapter 11 Marketing research and information systems -- Chapter 12 Digital marketing and social networking -- Part VI Retail management and pricing decisions -- Chapter 13 Retailing, direct marketing, and wholesailing -- Chapter 14 Pricing concepts and management -- Part VII Market management -- Chapter 15 Planning, implementing, and evaluating market strategies.
This book facilitates students in mastering essential concepts. Therefore, evolving marketing areas such as digital marketing and social networking, marketing ethics and social responsibility, as well as major decision variables related to product, price, distribution, and promotion have received complete revision based on available research and marketing best practices. Examples and boxes have been replaced to be as up-to-date as possible. -- Excerpt from the Preface
Adult
Text in English
9789719811244 [newsprint]
Marketing
Marketing--Management |
Essentials of marketing management / William M. Pride, O.C. Ferrell. - Philippine edition. - Quezon City, Philippines : C&E Publishing, Inc., c2019. - viii, 386 pages : illustrations (black and white) ; 25 cm.
Contents: Part I Strategic marketing and its environment -- Chapter 1 The marketing environment, social responsibility, and ethics -- Part II Targeting and customer behavior -- Chapter 2 Target markets: segmentation and evaluation -- Chapter 3 Consumer buying behavior -- Chapter 4 Business markets and buying behavior -- Part III Salesmanship and product management -- Chapter 5 Personal selling -- Chapter 6 Product, branding, and packaging concepts -- Chapter 7 Developing and managing goods and services -- Part IV Marketing channels and marketing communications -- Chapter 8 Marketing channels and supply chain management -- Chapter 9 Integrated marketing communications -- Chapter 10 Advertising and public relations -- Part V Marketing research and digital marketing -- Chapter 11 Marketing research and information systems -- Chapter 12 Digital marketing and social networking -- Part VI Retail management and pricing decisions -- Chapter 13 Retailing, direct marketing, and wholesailing -- Chapter 14 Pricing concepts and management -- Part VII Market management -- Chapter 15 Planning, implementing, and evaluating market strategies.
This book facilitates students in mastering essential concepts. Therefore, evolving marketing areas such as digital marketing and social networking, marketing ethics and social responsibility, as well as major decision variables related to product, price, distribution, and promotion have received complete revision based on available research and marketing best practices. Examples and boxes have been replaced to be as up-to-date as possible. -- Excerpt from the Preface
Adult
Text in English
9789719811244 [newsprint]
Marketing
Marketing--Management |