Marketing Principles,
3rd Edition

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

ISBN-13: 9780170386180 | ISBN-10: 017038618x

Copyright 2018

| Published 2017

| 632 pages

List Price USD $120.00


This is the printed textbook, Marketing Principles. Marketing Principles combines a thorough and engaging overview of essential marketing principles. The text provides you with the knowledge and decision-making skills you'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 social networking and digital 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. New, PRINT versions of this book come with bonus online study tools including animated activities and videos on the CourseMate Express platform.

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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.

Prof Bryan Lukas is an Honorary Fellow at the University of Melbourne, and Professor of Marketing at the University of Manchester. He holds several academic awards, and has published many peer-reviewed research papers in leading international journals and conference proceedings, such as the Journal of Management, Journal of the Academy of Marketing Science, Journal of Business Research, and American Marketing Association Conference Proceedings. Bryan is an editorial board member of the Journal of Marketing, Journal of the Academy of Marketing Science, and Journal of Business Research, and has been on the editorial board of the Journal of International Business Studies. He is also a member of the editorial advisory board of the Asia Pacific Journal of Marketing and Logistics and a member of the American Marketing Association, Academy of Management, and Academy of Marketing Science. Bryan is accredited as a Certified Practicing Marketer (CPM) by the Australian Marketing Institute, of which he is also an Associate Fellow (AFAMI).

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.

Dr Riza Casidy is Associate Professor at Macquarie University. Previously, he was a Senior Lecturer of Marketing and Course Director (Bachelor of Management) at Deakin Business School. He earned his PhD in Marketing from Monash University and was the recipient of the prestigious Australian Postgraduate Award (APA) scholarship from the Australian government. Riza has taught marketing principles, consumer behaviour, international marketing, and strategic marketing at a number of universities. His major research interests are in the areas of brand management and consumer behaviour. Riza has published more than 40 articles in leading marketing journals. Aside from his marketing research, Riza is actively involved in and has published research on the topic of authentic business education. Riza has engaged industry organisations to support academic assessments in the units that he taught and was a recipient of the Medibank Award for exceptional contributions in developing, leading, and facilitating authentic assessments (2014) and Deakin University Faculty of Business and Law Award for effectiveness, excellence, and exemplar practice in teaching and learning (2014).

  • NEW Separate chapters on the marketing environment and marketing planning
  • NEW Visually stunning organisational model at the start of each chapter gives readers an anchor point for understanding how the different ideas fit into a whole concept
  • NEW 12-week structure matches the average university semester
  • NEW Updated learning objectives direct student attention to key points. Learning Objectives correlated to the latest and most important concepts in this edition ensure students focus efforts on each chapter’s most critical information.
  • NEW Content addresses emerging trends in marketing. This edition introduces and explains approaches that are reshaping thinking in marketing today, including native advertising, big data, and marketing analytics.
  • NEW 'Digital considerations' are included in relevant 'marketing mix' chapters
  • NEW Updated figures and tables highlight important concepts. Key visuals throughout the book further clarify and support this edition’s examination of today’s marketing in action.
  • NEW Product is covered in one chapter
  • NEW Focus on applications in marketing through ‘marketing challenge’ questions with suggested solutions at the end of chapter - 'revisit the marketing challenge' section
  • NEW Consumer and business behaviour combined into one chapter
  • Deliver the content in the way you want: text and resources package is designed for flexible delivery
  • Teach students the skills to apply marketing knowledge: active learning approach with examples, exercises and cases throughout
  • Stunning visuals bring today’s marketing concepts to life. Strategically placed advertisements, photos, and screen shots balance this edition’s readings and place the marketing concepts into modern-day context for your students.
  • ‘Marketing challenges’ and featured boxes contain questions that challenge students to think through marketing issues, developing practical and analytical skills. Suggested solutions are provided in a ‘revisiting the challenge’ section.
  • Book incorporates a concise, straightforward, proven approach. The authors effectively introduce students to basic marketing concepts and strategies, while providing you, the instructor, with the flexibility to integrate supplemental resources or activities into your lessons.
  • Get the principles right! Pride covers the core concepts of marketing in today’s world
  • A practical marketing focus equips students to adapt to constantly evolving marketing needs. This is done by highlighting value of being market-oriented, expanding the market mix beyond the traditional 4-P model; emphasising the centrality of brand, and demonstrating the interconnectedness of products and services.
  • Explorations of how to achieve greater customer value by adopting the latest technologies for expanded marketing mix variables
  • Provides concepts, frameworks and approaches to decision making, so that students gain a comprehensive understanding of marketing
  • An active learning approach: examples, exercises and cases with assignments that guide students to analyse, apply, and improve their thinking

Table of Contents

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Part 1: Marketing groundwork
1. Key concepts in marketing
2. Marketing environment, social responsibility and ethics
3. Planning, implementing and evaluating marketing strategy
End of Part - company profile
Part 2: Understanding markets
4. Market research and information systems
5. Consumer and business behaviour
6. Segmentation, target markets and positioning
7. Digital marketing and social networking
End of Part - company profile
Part 3: The marketing mix
8. The power of branding
9. Product and service decisions
10. Pricing decisions
11. Distribution and supply chain management
12. Integrating marketing communications
13. People, process and partnerships
End of Part - company profile

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.

Search Me! Marketing

Keep your learning current with the latest research perfectly matched to your textbook. With content updated daily from peer-reviewed journals, newspapers and eBooks, Search Me! Marketing is an online research library customised to your subject that puts the information you need at your fingertips.

Marketing Principles Instructor Companion Website

Everything you need for your course in one place! This collection of product-specific lecture and class tools is available online via the instructor resource centre at www.cengage.com/login. You'll be able to access and download materials such as PowerPoint presentations, images, and the instructor’s manual. New to this edition robust PowerPoint lecture outlines that have been designed for an active classroom with reading check questions and Think-Pair-Share questions as well as the traditional section by section outline.

Marketing Principles Instructor's Manual


Marketing Principles Test Bank

Create, customise and deliver tests in minutes for both print and online applications. A bank of questions for you to use to build your quizzes, tests and exams.

Marketing Principles PowerPoint Slides


CourseMate Express for Pride/Schembri's Marketing Principles Asia-Pacific. 2-term Instant Access

CourseMate Express: Bring course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook. Includes interactive teaching and learning tools - quizzes, flashcards, videos, and more, and Engagement Tracker, a first-of-its-kind tool that monitors student engagement in the course.

Marketing Principles Printed Access Card for 12 Months


Instructor Videos for Pride's Marketing Principles, 2-term Instant Access


Marketing Principles Instructor Videos SSO 12 Months


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Marketing Principles

  • ISBN-10: 017038618x
  • ISBN-13: 9780170386180

Price USD$ 120.00


*Purchase not available for this country