Marketing

Concepts and Strategies

O.C. Ferrell, William M. Pride, Lyndon Simkin, Sally Dibb

896 pages, parution le 15/01/2001 (4^eme édition)

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Résumé

In a field driven by change, instructors are steadfast about one remarkable text: Pride/Ferrell's Marketing--preferred 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.

L'auteur - O.C. Ferrell

OC Ferrell is Professor of Marketing and Ethics at Colorado State University. He received his B.A. in Sociology and M.B.A. with Marketing Concentration from Florida State University. He received his Ph.D. in Marketing from Louisiana State University in 1972. He has numerous publications to his credit including Marketing 2000e, an Intro to Business text, a Marketing Strategy text, an ethics web site, and many research articles. He is an active member of the American Marketing Association and Academy of Marketing Science, and has taught on special assignments at universities in the US and abroad.

L'auteur - William M. Pride

William M. Pride is Professor of Marketing at Texas A&M University. His research interests are primarily in the areas of advertising, promotion, and marketing education. His articles appear in a number of academic journals. Dr. Pride is active in several professional organizations.

Sommaire

Marketing Defined
Understanding and Targeting Markets
Product, Branding, Packaging and Service Decisions
Place (Distribution and Channel) Decisions
Promotion Decisions
Pricing Decisions
Manipulating the Marketing Mix
Marketing Management

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Houghton Mifflin
Auteur(s)	O.C. Ferrell, William M. Pride, Lyndon Simkin, Sally Dibb
Parution	15/01/2001
Édition	4^eme édition
Nb. de pages	896
Format	20 x 25,5
Couverture	Broché
Poids	1555g
Intérieur	Noir et Blanc
EAN13	9780395962442
ISBN13	978-0-395-96244-2