Marketing

ISBN-10: 0547167474

ISBN-13: 9780547167473

Edition: 15th 2010

List price: $293.95
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Book details

List price: $293.95
Edition: 15th
Copyright year: 2010
Publisher: Cengage South-Western
Publication date: 12/29/2008
Binding: Hardcover
Pages: 736
Size: 8.75" wide x 11.25" long x 1.00" tall
Weight: 3.586
Language: English

O. C. Ferrell is the Bill Daniels Distinguished Professor of Business Ethics at the University of Wyoming. He received his Ph.D. in Marketing from Louisiana State University and recently served five years as Chair of the Colorado State University Marketing Department. Dr. Ferrell has also served on the faculties of the University of Memphis, Texas A&M University, and Illinois State University. He is past president of the Academic Council of the American Marketing Association and has chaired the American Marketing Association Ethics Committee. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. He is currently a member of the advisory committee for the AMA marketing certification program. In addition, he is a member of the Academy of Marketing Science Board of Governors and is a Society of Marketing Advances and Southwestern Marketing Association Fellow. He currently serves as Marketing Ethics and Social Issues Section Editor of the Journal of Macromarketing.

Marketing Strategy and Customer Relationships
An Overview of Strategic Marketing
Planning, Implementing, and Controlling Marketing Strategies
Environmental Forces and Social and Ethical Responsibilities
The Marketing Environment
Social Responsibility and Ethics in Marketing
Using Information, Technology, and Target Market Analysis
Marketing Research and Information Systems
Target Markets: Segmentation, Evaluation, and Positioning
Customer Behavior
Consumer Buying Behavior
Business Markets and Buying Behavior
Reaching Global Markets
Product Decisions
Product Concepts
Developing and Managing Products
Branding and Packaging
Services Marketing
Distribution Decisions
Marketing Channels and Supply-Chain Management
Retailing, Direct Marketing, and Wholesaling
Promotion Decisions
Integrated Marketing Communications
Advertising and Public Relations
Personal Selling and Sales Promotion
Pricing Decisions
Pricing Concepts
Setting Prices
Careers in Marketing
Financial Analysis in Marketing
Sample Marketing Plan
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