Marketing

by William M. Pride, O. C. Ferrell

Gain an understanding of today's marketing principles with Pride/Ferrell's engaging MARKETING. Develop the knowledge and decision-making skills to succeed as in-depth coverage highlights fundamental marketing concepts and strategies. Practical applications and examples emphasize the latest social networking, digital marketing, social and environmental responsibility, globalization, entrepreneurship and marketing during transition. This edition also expands coverage of business markets and buying behavior, marketing channels and supply-chain management, retailing, personal selling and marketing analytics. An eBook lets you highlight terms and includes embedded Concept Check quizzes to assess understanding of key concepts. You have convenient mobile access to assignments, digital flashcards, company videos, an interactive marketing plan, practice exams and activities as a marketer.

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...