Marketing foundations. / William M. Pride, O. C. Ferrell - 4th ed. - New York: South-Western, 2011. - xix, 474 p. + [various pagings] : ill. ;
Includes bibliographical references and indexes.
Contents: 1. Strategic marketing and its environment: Customer-driven strategic marketing -- Planning marketing strategies -- The marketing environment, social responsibility and ethics -- 2. Marketing research and target markets: Marketing research and information systems -- Target markets; segmentation and evaluation -- 3. Customer behavior: Consumer buying behavior -- Business markets and buying behavior -- Global markets and international marketing -- 4. Product decisions: Product, branding and packaging concepts -- Developing and managing goods and services -- 5. Pricing decisions: Pricing fundamentals -- Pricing management -- 6. Distribution decisions: Marketing channels and supply-chain management -- Retailing, direct marketing and wholesaling -- 7. Promotion decisions: Integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion --
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Export marketing.
International business enterprises.
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