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Marketing: Concepts and Strategies : With Free Real Deal Upgrade

ISBN-10: 0618248900

ISBN-13: 9780618248902

Edition: 12th 2003

Authors: O. C. Ferrell, William Pride

List price: $49.16
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Description:

In a field driven by change, instructors are steadfast about one remarkable text: Pride/Ferrell's Marketingpreferred for its up-to-date, progressive content and an outstanding suite of supplements. To maximize the text's core strength, the authors have revised concepts, features, and examples throughout to maintain timely coverage of current marketing trends and strategies. In addition, Pride and Ferrell prepare students for a competitive business environment by discussing topical issues such as customer relationship management, supply chain management, IT issues, the latest e-commerce models, and the downsizing of dot-coms. Marketing comes in a flexible loose-leaf format packaged with the Real Deal UpGrade CD-ROM, and sells for considerably less than a standard hardcover text.
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Book details

List price: $49.16
Edition: 12th
Copyright year: 2003
Publisher: Houghton Mifflin College Division
Binding: CD-ROM 
Pages: 631
Size: 8.50" wide x 11.00" long x 1.00" tall
Weight: 3.586
Language: English

Contents Note: Each chapter contains a Summary, Important Terms, Discussion and Review Questions, Application Questions, and Internet Exercises & Resources. I. Marketing and Its Environment 1. An Overview of Strategic Marketing Defining Marketing Understanding the Marketing Concept Managing Customer Relationships Value-Driven Marketing Marketing Management The Importance of Marketing in our Global Economy Global Marketing Chupa Chups: Sweetening the World, One Country at a Time Building Customer Relationships: Home Depot Develops Relationships with Its Customers Video Case 1.1: Harte-Hanks Provides Customer Relationship Management Services Case 1.2: Montgomery Ward: The Rise and Fall of an American Retailing Icon 2. Strategic Planning Understanding the Strategic Planning Process Assessing Organizational Resources and Opportunities Establishing an Organizational Mission and Goals Developing Corporate and Business-Unit Strategies Developing a Marketing Strategy Creating the Marketing Plan Building Customer Relationships: Renaissance Pen Company: Developing the Write Marketing Strategy Building Customer Relationships: Pro Bowling Goes High-Tech Video Case 2.1: Buzzsaw.com: Building Strategically on the Web Case 2.2: Saturn: "A Different Kind of Company. A Different Kind of Car" 3. The Marketing Environment Examining and Responding to the Marketing Environment Competitive Forces Economic Forces Political Forces Legal and Regulatory Forces Technological Forces Sociocultural Forces Global Marketing: India 3.0 Marketing Citizenship: Legal Issues at WalMart Video Case 3.1: Netscape Navigates a Changing Environment Case 3.2: Microsoft Versus the U.S. Government 4. Social Responsibility and Ethics in Marketing The Nature of Social Responsibility The Nature of Ethics Incorporating Social Responsibility and Ethics into Strategic Planning Marketing Citizenship: WorldWise, Inc. Turns Green into Green Marketing Citizenship: Royal Caribbean Cleans Up Video Case 4.1: New Belgium Brewing Company Case 4.2: Danger on the Highway: Bridgestone/Firestone's Tire Recall 5. Global Markets and International Marketing The Nature of International Marketing Environmental Forces in International Markets Regional Trade Alliances, Markets, and Agreements International Involvement Customization Versus Globalization of International Marketing Strategies Global Marketing: Heinz's Global Success Global Marketing: Universal Studios Goes to Japan Video Case 5.1: The Global Expansion of Subway Restaurants Case 5.2: Dat'l Do-It Cooks Up Hot Exports Strategic Case 1: USA Today: The Nation's Newspaper II. Buyer Behavior and Target Market Selection 6. Marketing Research and Information Systems The Importance of Marketing Research The Marketing Research Process Using Technology to Improve Marketing Information Gathering and Analysis Issues in Marketing Research Building Customer Relationships: Anthropologists Unearth Marketing Data Tech* Know: Mining Data Video Case 6.1: IRI Provides Marketing Research Data from Multiple Sources Case 6.2: A Look-Out at Youth Trends 7. Target Markets: Segmentation and Evaluation What Are Markets? Target Market Selection Process Step 1: Identify the Appropriate Targeting Strategy Step 2: Determine Which Segmentation Variables to Use Step 3: Develop Market Segment Profiles Step 4: Evaluate Relevant Market Segments Step 5: Select Specific Target Markets Developing Sales Forecasts Global Marketing: Harlem Globetrotters Target Families Round the World Building Customer Relationships: Who Is the NASCAR Customer? Video Case 7.1: BuyandHold.com Is Bullish on Smaller Investors Case 7.2: LifeSpring Targets Seniors with a Taste for Nutrition 8. Consumer Buying Behavior Levels of Involvement and Consumer Problem-Solving Processes Consumer Buying Decision Process Situational Influences on the Buying Decision Process Psychological Influences on the Buying Decision Process Social Influences on the Buying Decision Process Tech*Know: Makeover for Online Beauty Sites Marketing Citizenship: Battling Unethical Consumer Behavior Video Case 8.1: Understanding Consumer Behavior Builds Sales at Build-A-Bear Case 8.2: Marketing to Women: The Lucrative Direction for Automakers 9. Organizational Markets and Buying Behavior Business Markets Dimensions of Marketing to Business Customers Business Buying Decisions Using Industrial Classification Systems Tech*Know: Digging Deeper into Buying Behavior Global Marketing: Developing Business in Developing Countries Video Case 9.1: Oracle Meets the Challenges of Serving Business Customers Case 9.2: Resellers Sweet on Jo's Candies Strategic Case 2: Palm: Computing Power in the Palm of Your Hand III. Product Decisions 10. Product Concepts What Is a Product? Classifying Products Product Line and Product Mix Product Life Cycles and Marketing Strategies Product Adoption Process Why Some Products Fail and Others Succeed Building Customer Relationships: Revitalizing a Mature Brand Marketing Citizenship: From a Joke to a Successful Product Video Case 10.1: Playstation 2 Provides a New Product Experience Case 10.2: Schwinn: Reviving a Classic American Brand 11. Developing and Managing Products Managing Existing Products Developing New Products Product Differentiation Through Quality, Design, and Support Services Product Positioning and Repositioning Product Deletion Organizing to Develop and Manage Products Building Customer Relationships: Modifying Trucks with a Woman's Touch Building Customer Relationships: Weaving Product Quality: The Longaberger Company Video Case 11.1 Cali Cosmetics Positions Products with Olive Oil Case 11.2 Can Pepsi Make Pepsi One the One? 12. Branding and Packaging Branding Packaging Labeling Building Customer Relationships: 3Com Reboots Its Brand Tech*Know: The Tricky Art of Online Co-Branding Video Case 12.1: PlumpJack Winery Pours Out Cork Controversy Case 12.2: Hearts on Fire: Branding the Symbol of Commitment 13. Services Marketing The Nature and Importance of Services Characteristics of Services Developing and Managing Marketing Mixes for Services Service Quality Nonprofit Marketing Marketing Citizenship: Is It Ethical to Market Sex-Selection Services? Building Customer Relationships: USAA's Personalized Service Keeps Customers Loyal Video Case 13.1: Merrill Lynch Direct Logs on to Online Trading Case 13.2: AARP Uses New Name to Reach Broader Target Market Strategic Case 3: Barbie Stays Young and Successful Forever IV. Distribution Decisions 14. Marketing Channels and Supply Chain Management The Nature of Marketing Channels Types of Marketing Channels Intensity of Market Coverage Supply Chain Management Legal Issues in Channel Management Building Customer Relationships: Using Supply Chain Management at Barnes & Noble Tech*Know: Office Depot Links Multiple Channels Video Case 14.1: CommercialWare Powers Multiple Channels for Retailers Case 14.2: Grainger Wires the Channel for Business Products 15. Wholesaling and Physical Distribution The Nature of Wholesaling The Nature of Physical Distribution Global Marketing: Selecting Distributors for Global Markets Building Customer Relationships: FedEx Custom Critical Coddles Customers Video Case 15.1: Quick International Courier Delivers Time-Sensitive Shipments Case 15.2: WalMart Competes Using