Marketing 2016

by 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.

Genres: Textbooks, Nonfiction

720 pages, Paperback

First published January 1, 1997

Reviews

[Abbie · Rating 5 out of 5]

Used as a textbook for a university intro to marketing course. Though my course "required" the 2016 edition, I noticed no difference in class (and class lectures were straight out of this textbook). The book is very accessible, though it would be useful to have some sort of economics background in the chapters dealing with pricing decisions. The book uses many relevant examples from commonly known companies to illustrate concepts. It's the kind of textbook you could pick up on your own and learn the subject just fine (as textbooks should be, in m opinion). If you have an interest in marketing, I'd definitely recommend this book.

[Renee · Rating 5 out of 5]

Really think this text book could work for anyone who is starting their own business or who is already operating a company. It helps a person understand the fundamentals of marketing. Must read...