Foundations of marketing. / William M. Pride, O.C. Ferrell.
Material type: TextPublisher: Stamford: Cengage Learning, 2015Edition: 6th edDescription: 1 volume (various paging): illustrations ; 28 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781285429779 (pbk); 128542977X (pbk)Subject(s): MarketingDDC classification: 658.8 LOC classification: HF5415.P65(6e)Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.P65(6e) (Browse shelf) | Available | K/1642/1642/19 |
Includes bibliographical references and index.
Contents: 1. Strategic marketing and its environment: Customer-driven strategic marketing -- Planning, implementing, and evaluating marketing strategies -- The marketing environment, social responsibility, and ethics -- 2. Marketing research and target markets: Marketing research and information systems -- Target market; segmentation and evaluation -- 3. Customer behavior and e-marketing: Consumer buying behavior -- Business markets and buying behavior -- Reaching global markets -- Digital marketing and social networking -- 4. Product and price decisions: Product, branding, and packaging concepts -- Developing and managing goods and services -- Pricing concepts and management -- 5. Distribution decisions: marketing channels and supply-chain management -- Retailing, direct marketing, and wholesaling -- 6. Promotion decisions: Integrated marketing communication -- Advertising and public relations -- Personal selling and sales promotion
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