MARKETING EXPRESS 2/e is Pride/Ferrell's condensed version of their FOUNDATIONS OF MARKETING, 4/e. In this edition of MARKETING EXPRESS, the authors do notinclude the cases and end-of-book appendices in FOUNDATIONS, and thus offer greater flexibility for those who prefer a briefer text with limited pedagogy. MARKETING EXPRESS 2/e includes solid, traditional coverage of marketing fundamentals -product, price, distribution, and promotion -as well as coverage of today's ever-changing marketing environment. The design incorporates advertisements, photos, screen shots, and boxes throughout the text to grab student interest and help make the content real and relevant to today's students. INDICE: 1. Customer-Driven Strategic Marketing. 2. Planning Marketing Strategies. 3. The Marketing Environment, Social Responsibility, and Ethics. 4. Marketing Research and Information Systems. 5. Target Markets: Segmentation and Evaluation. 6. Consumer Buying Behavior. 7. Business Markets and Buying Behavior. 8. Global Markets and International Marketing. 9. Product, Branding, and Packaging Concepts. 10. Developing and Managing Goods and Services. 11. PricingFundamentals. 12. Pricing Management. 13. Marketing Channels and Supply-ChainManagement. 14. Retailing, Direct Marketing, and Wholesaling. 15. Integrated Marketing Communications. 16. Advertising and Public Relations. 17. Personal Selling and Sales Promotion.
- ISBN: 978-0-538-46681-3
- Editorial: South Western College
- Encuadernacion: Rústica
- Páginas: 496
- Fecha Publicación: 31/01/2010
- Nº Volúmenes: 1
- Idioma: Inglés