Marketing Concepts and Strategies

Ferrell, Lyndon Simkin, Sally Dibb, William Pride (Autoren)

Buch | Softcover

832 Seiten

2023 | 9th edition
Cengage Learning EMEA (Verlag)
978-1-4737-7858-0 (ISBN)

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The ninth edition of Marketing Concepts and Strategies has been fully updated to reflect the latest marketing themes, together with the authors' real-life practitioner expertise. The marketing world has gone digital as consumers rely on social media; new operational regulations abound on data compliance and privacy. Marketing has become more aligned to ethical, responsible and sustainability issues; the discipline has become more critical and reflective, and the pandemic has changed business strategies worldwide.

O.C. Ferrell is James T Pursell, Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures at Auburn University, USA O.C. Ferrell is James T Pursell, Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures at Auburn University, USA Lyndon Simkin is Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK. Sally Dibb is Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK. William M. Pride is Professor of Marketing, Mays Business School, at Texas A&M University. He received his PhD from Louisiana State University. In addition to this text, he is the co-author of CENGAGE LEARNING'S BUSINESS text, a market leader. Dr. Pride teaches Principles of Marketing at both undergraduate and graduate levels and constantly solicits student feedback important to revising a Principles of Marketing text. Dr. Pride’s research interests are in advertising, promotion and distribution channels. His research articles have appeared in major journals in the fields of marketing, such as the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science and the Journal of Advertising. Dr. Pride is a member of the American Marketing Association, Academy of Marketing Science, Society for Marketing Advances and the Marketing Management Association. He has received the Marketing Fellow Award from the Society for Marketing Advances and the Marketing Innovation Award from the Marketing Management Association. Both of these are lifetime achievement awards.

Part I: Marketing defined and marketing in context
1. The marketing concept
2. Marketing strategy and understanding competitors
3. The marketing environment
4. Marketing in international markets and globalization
Part II: Understanding and targeting customers
5. Consumer buying behaviour
6. Business markets and business buying behaviour
7. Segmenting markets
8. Targeting and positioning
9. Marketing research
Part III: Marketing programmes – products and services, brands, place and channels, promotion and marketing communications, digital and pricing
10. Product decisions
11. Branding and packaging
12. Developing products and managing product portfolios
13. The marketing of services
14. Marketing channels
15. Channel players and physical distribution
16. An overview of marketing communications
17. Advertising, public relations and sponsorship
18. Sales management, sales promotion, direct mail, direct marketing and the web
19. Digital marketing
20. Pricing
21. Modifying the marketing mix for business markets, services and in international marketing
Part IV: Marketing management
22. Marketing planning and forecasting sales potential
23. Implementing strategies, internal marketing relationships and measuring performance
24. Responsible marketing

Erscheinungsdatum	06.03.2023
Verlagsort	London
Sprache	englisch
Maße	195 x 260 mm
Gewicht	1440 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-4737-7858-1 / 1473778581
ISBN-13	978-1-4737-7858-0 / 9781473778580
Zustand	Neuware