Marketing Principles,
2nd Edition

William M. Pride, O. C. Ferrell, Bryan Lukas, Sharon Schembri, Outi Niininen

ISBN-13: 9780170254793 | ISBN-10: 0170254798

Copyright 2015

| Published 2014

| 640 pages

List Price USD $117.00


Perfect for students of all backgrounds and interest levels, this second edition of Marketing Principles combines a thorough overview of essential marketing principles with a visually engaging, reader-friendly presentation. The text and a full range of supplementary learning resources (including animated activities, videos, and an interactive marketing plan) provide students with the knowledge and decision-making skills they'll need to succeed in today's competitive business environment. Marketing principles includes the most current coverage of marketing strategies and concepts with extensive real-world examples including material on social networking and digital marketing. This edition has an new chapter on digital media and social networking that incorporates the latest research and trends in the ever-changing environment of e-marketing. You will find important topics drawn from the rapidly changing world of modern business including social and environmental responsibility, sustainability, globalisation, entrepreneurship, and marketing through transitional times. o Marketing Principles is designed to teach relevant, contemporary concepts and best practices in Asia-Pacific undergraduate marketing through: o The importance of being market-oriented, considering the expanded marketing mix through all areas of marketing o The need for a dynamic outlook on marketing, which responds to the continually changing world (e.g. where lines between traditional marketing concepts and strategies are blurred) o Branding, the expanded marketing mix and customer-focus o Increasing interdependence of goods and services o The centrality of positioning to marketing Winner, Tertiary (Adaptations): Teaching and Learning Resource, Australian Publishers Association (APA) Educational Publishing Awards 2015 • Marketing Principles, 2nd Asia-Pacific Edition (William Pride et al, Cengage)

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Meet the Authors

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William M. Pride is professor of marketing, Mays Business School, at Texas A&M University. He received his Ph.D. from Louisiana State University. In addition to this text, he is the co-author of Cengage Learning’s market-leading FOUNDATIONS OF BUSINESS. Dr. Pride teaches principles of marketing at both undergraduate and graduate levels and consistently solicits student feedback in order to most effectively revise this principles of marketing text. Dr. Pride’s research interests focus on 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.

O. C. Ferrell is The James T. Pursell Sr. Eminent Scholar Chair in Ethics and Director of the Center for Ethical Organizational Cultures, Auburn University. He served as the Distinguished Professor of Leadership and Ethics at Belmont University and University Distinguished Professor of Marketing at the Anderson School of Management at University of New Mexico. He has also taught at University of Wyoming, Colorado State University, University of Memphis, Texas A&M University, Illinois State University and Southern Illinois University. He received his Ph.D. in marketing from Louisiana State University. He is a past president of the Academic Council of the American Marketing Association and previously chaired the American Marketing Association Ethics Committee that developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. He is also a former member of the Academy of Marketing Science Board of Governors and is a Society of Marketing Advances and Southwestern Marketing Association Fellow and an Academy of Marketing Science Distinguished Fellow. He was vice president of publications and is president for the Academy of Marketing Science. Dr. Ferrell has received numerous awards, including honors as the first recipient of the Marketing Education Innovation Award from the Marketing Management Association. He has also been recognized with a Lifetime Achievement Award from Macromarketing Society, an Southeast Doctoral Consortium award for service to doctoral students, the Harold Berkman Lifetime Service Award from the Academy of Marketing Science and the Cutco/Vector Distinguished Marketing Educator Award. Dr. Ferrell has co-authored 20 books and more than 100 articles and papers in journals such as Journal of Marketing Research, Journal of Marketing, Journal of Business Ethics, Journal of Business Research, Journal of the Academy of Marketing Science and Journal of Public Policy & Marketing.

Professor Bryan Lukas is Associate Head of Research and Chair of Marketing at the University of Manchester’s Alliance Manchester Business School (AMBS), where he also is the Academic Director of the Audi LEAD programme in the School’s executive education portfolio. Bryan is an Honorary Fellow at the University of Melbourne and is serving a three-year term as AMA Academic Council member. Bryan’s research interests are in marketing management and strategy, with a particular focus on brands and new products. His research has appeared in premier peer-reviewed research publications, such as Journal of Marketing, Journal of Management, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing and Journal of Product Innovation Management. Bryan has won 16 teaching awards and has had a strong publishing record across his career. As an executive educator, Bryan has taught more than 1000 executives He relocated to the UK for career advancement.

Sharon Schembri currently holds the position of Professor of International Marketing and Head of MSc International Business program at the SKEMA Business School in the USA. Sharon was until recently Associate Professor and PhD Director at University of Texas RGV’s Robert C. Vackar College of Business and Entrepreneurship. In Australia, Sharon lectured at the Department of Marketing, Griffith Business School, Griffith University, Gold Coast campus. Sharon acquired her PhD at The University of Queensland in 2005, and has subsequently acquired several teaching and leadership qualifications. As an active ethnography researcher focused on the consumer's experience of brands, products and organisations, Sharon achieves a depth of understanding of the consumer cultural contexts she studies. As a presenter, Sharon is an engaging speaker with her passion evident in what and how she teaches. As a consultant with international experience, she delivers research-driven business and marketing strategy. Areas of Expertise include transformative consumer research, consumer culture, brand consumption, ethnography and phenomenology.

Dr Outi Niininen was a Senior Lecturer in Marketing in the School of Management, La Trobe University, Australia from 2005-2015. Outi previously worked at the Tourism Department of the University of Surrey, UK. Outi’s research interests fall broadly under the heading on consumer psychology and to what extent perception influences consumer behaviour. Tourism Marketing-specific research projects have featured around human-computer interaction, crisis management, destination loyalty and destination branding.

  • Updated cases and examples throughout
  • Concept maps at the start of each part show students the connections between topics and provide a learning path
  • NEW ‘Digital Marketing and Social Networking’ through the addition of a new chapter and integrated throughout
  • NEW Did you know? Box in margin pointing out a fun, quirky piece of information about marketing
  • NEW Interactive marketing plan in CengageNow for students to create and develop as they learn each new concept
  • Stronger Asia-Pacific focus through examples and pedagogical features
  • NEW chapter on digital marketing and social networking
  • Key terms are shown in bold and defined in margins
  • Learning objectives are linked to end-of-chapter summaries to ensure consolidation
  • Concept maps at the start of each part show students the connections between topics and provide a learning path
  • Each chapter opens with a vignette that concludes with a Marketing Challenge to encourage students to evaluate how key chapter concepts apply in real-life scenarios. Companies, products and services explored include Kodak, Air Asia, Lego, Canon, L’Oreal and others
  • End of chapter cases help students contextualise! Each chapter ends with a case study - linked to learning objectives and chapter focus - giving a regional or global example, including Vegemite, Kmart, Banking Crowd Sourcing, Tobacco packaging, car sharing, blogging, smartphones and the experience of learning in a museum
  • Box features: Sustainable Marketing - explores marketing activities that focus on sustainability, Ethical Marketing - focuses on the role of ethics in marketing decisions, Marketing in Action explores practical applications of marketing in the real world by profiling businesses, people and projects and Market in Transition - reflects how marketing is changing and adapting to new technology, competitive forces, and to a global economy• Comprehensive treatment of the expanded marketing mix - People, Physical Evidence, Process and Partnerships. The expanded marketing-mix variables can be used to achieve competitive advantage, positive word-of-mouth communication, brand loyalty or differentiation, and positive attitude. Students learn to use the extended mix variables in any organisation, to achieve organisational goals

Table of Contents

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1. Key concepts in marketing
2. Marketing Planning and Strategy in a competitive environment
3. Marketing research and information systems as the backbone of marketing
4. Consumer Behaviour.
5. Segmentation, target markets and positioning
6. Business Markets and Buying Behaviour.
7. The Power of Branding
8. Product Decisions
9. Developing and Managing Goods and Services.
10. Pricing Decisions.
11. Distribution Decisions.
12. Integrated Marketing Communications: Designing promotional campaigns
13. Marketing Communications mix variables: application
14. Expanding the marketing mix
15. Digital marketing and social networks

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

Marketing Principles Instructor's Manual

The Instructor’s Manual provides you with a wealth of content to help set up and administer your subject. It includes learning objectives, chapter outlines, key points, teaching tips and materials, as well as solutions to all questions and problems from the text.

Marketing Principles PowerPoint Slides

Chapter-by-chapter PowerPoint presentations cover the main concepts addressed within the text and can be edited to suit your own requirements. Use these slides to enhance your lecture presentations and to reinforce the key principles of your subject, or for student handouts.

Marketing Principles ExamView Test Bank

ExamView test bank helps you to create, customise and deliver tests in minutes for both print and online applications. The Quick Test Wizard and Online test Wizard guide you step by step through the test-creation process. With ExamView’s complete word-processing abilities, you can add an unlimited number of new questions to the bank, edit existing questions and build tests of up to 250 questions using up to 12 question types. You can export the files into Blackboard or WebCT, publish tests online or print them in hard copy.

Marketing Principles Artwork from the Text

Artwork files includes digital files of graphs, tables, pictures and flow charts from the text that can be used in a variety of media. Add them into your course management system, use them in student handouts, or include them in your lecture presentations.

Marketing Principles CNOW Express Printed Access Card for 12 Months


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Marketing Principles

  • ISBN-10: 0170254798
  • ISBN-13: 9780170254793

Price USD$ 117.00


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