Marketing 2016,
18th Edition

William M. Pride, O. C. Ferrell

ISBN-13: 9781285858340 | ISBN-10: 1285858344

Copyright 2016

| Published 2015

| 720 pages

List Price USD $188.95


Pride and Ferrell's MARKETING 2016 provides a thorough overview of essential marketing principles within a visually engaging, reader-friendly presentation. This popular, proven book helps readers develop the knowledge and decision-making skills they need to succeed in today's competitive business environment. MARKETING 2016 delivers in-depth coverage of fundamental marketing concepts and strategies, along with practical applications and real-world examples, including up-to-date material on social networking, digital marketing, social and environmental responsibility, globalization, entrepreneurship, and marketing in times of transition. The current edition also features a new chapter on managing services and branding, a new section exploring the importance and uses of Big Data, updated chapter objectives, and access to new "Ask a Marketer" videos to introduce key concepts. Perfect for readers of all backgrounds and interest levels, MARKETING 2016 is an essential resource for career success.

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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.

  • New "Ask A Marketer" videos offer an engaging, memorable introduction to key marketing concepts, providing a reliable way to connect with today's learners and illustrate the real-world relevance of text concepts.
  • A new chapter on managing services and branding consolidates material from two chapters in the previous edition, creating a more streamlined presentation and natural organization of related topics.
  • The text includes updated learning objectives based on current marketing trends, techniques, and best practices, ensuring that text material relates to specific, measurable outcomes that will help prepare students for professional success.
  • The chapter on Marketing Research and Information Systems includes a new section on Big Data, reflecting the growing importance of sophisticated marketing data and analytics, as well as their challenges and ethical implications. The section includes relevant, current examples showcasing real-world uses of Big Data by Target, Samsung Mobile, DataSift, Best Buy, and Burke.
  • "Marketing Debate" features present controversial marketing issues and encourage students to apply critical thinking processes to take a stance on topics such as marketing children's toys with fast food, privacy issues in retail return tracking, child-free seating zones on airplanes, consumer monitoring via cell phones, and Promoted Tweets.
  • Marketing success stories outside of traditional corporate environments are showcased in "Entrepreneurship in Marketing" features, providing examples of ways that good ideas and strong marketing strategies can help anyone launch, grow, and sustain a business.
  • "Emerging Trends in Marketing" features highlight the role marketers play in organizational success during times of transition, such as the digital era boom, the economic collapse, and periods when consumer habits and global markets are evolving rapidly. Examples include the comeback of vinyl LPs, "Limited Time Only" fast food promotions, pet-friendly hotels, Starbucks, and Pinterest.
  • Special features on "Green Marketing" illustrate how organizations are transforming their own marketing models to develop sustainable, environmentally conscious business practices, as well as changing the way consumers think about products and services. Examples include the global market for electric cars, sustainability as a competitive advantage, zero-waste initiatives, ecotourism, certifiable organics, green packaging and distribution, and sustainable energy.
  • A full range of text-specific supplements is available to enhance teaching and learning, with resources that combine cutting-edge technology, appealing design, and modern multimedia to meet the diverse needs of today's instructors and students.

Table of Contents

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1. An Overview of Strategic Marketing.
2. Planning, Implementing, and Evaluating Marketing Strategies.
3. The Marketing Environment.
4. Social Responsibility and Ethics in Marketing.
5. Marketing Research and Information Systems.
6. Target Markets Segmentation and Evaluation.
7. Consumer Buying Behavior.
8. Business Markets and Buying Behavior.
9. Reaching Global Markets.
10. Digital Marketing and Social Networking.
11. Product Concepts, Branding and Packaging.
12. Developing and Managing Products.
13. Services Marketing.
14. Marketing Channels and Supply-Chain Management.
15. Retailing, Direct Marketing and Wholesaling.
16. Integrated Marketing Communications.
17. Advertising and Public Relations.
18. Personal Selling and Sales Promotion.
19. Pricing Concepts.
20. Setting Prices.
Career Appendix.
Financial Analysis.
Sample Marketing Plan.

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.

Instructor's Companion Website for Pride/Ferrell's Marketing 2016

Instructor's Companion Website

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Pricing Options

Marketing 2016

  • ISBN-10: 1285858344
  • ISBN-13: 9781285858340

Price USD$ 188.95

eBook: Marketing 2016 12Months

  • ISBN-10: 8000005190
  • ISBN-13: 9788000005195

Price USD$ 105.99

MindTap: Marketing 2016 12Months

  • ISBN-10: 1305476999
  • ISBN-13: 9781305476998

Price USD$ 114.00


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