20th Edition

William M. Pride, O. C. Ferrell

ISBN-13: 9780357033791
Copyright 2020 | Published
720 pages | List Price: USD $236.95

Gain an understanding of today's marketing principles with Pride/Ferrell's engaging MARKETING. Develop the knowledge and decision-making skills to succeed as in-depth coverage highlights fundamental marketing concepts and strategies. Practical applications and examples emphasize the latest social networking, digital marketing, social and environmental responsibility, globalization, entrepreneurship and marketing during transition. This edition also expands coverage of business markets and buying behavior, marketing channels and supply-chain management, retailing, personal selling and marketing analytics. An eBook lets you highlight terms and includes embedded Concept Check quizzes to assess understanding of key concepts. You have convenient mobile access to assignments, digital flashcards, company videos, an interactive marketing plan, practice exams and activities as a marketer.


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.
Appendix A: Financial Analysis in Marketing
Appendix B: Sample Marketing Plan
Appendix C: Careers in Marketing

  • William M. Pride

    William M. Pride is professor of marketing for Mays Business School at Texas A&M University. He received his Ph.D. from Louisiana State University. Dr. Pride has taught principles of marketing at both the undergraduate and graduate levels for more than 50 years. 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

    O. C. Ferrell is the James T. Pursell Sr. Eminent Scholar Chair in Ethics and director of the Center for Ethical Organizational Cultures in the Raymond J. Harbert College of Business at Auburn University. He served as the Distinguished Professor of Leadership and Ethics at Belmont University and University Distinguished Professor of Marketing in the Anderson School of Management at University of New Mexico. He also taught at University of Wyoming, Colorado State University, University of Memphis, Texas A&M University, Illinois State University and Southern Illinois University. Dr. Ferrell 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. In addition, Dr. Ferrell is past president of the Academy of Marketing Science, where he also served as vice president of publications. He is a 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. Dr. Ferrell has received a Lifetime Achievement Award from the Macromarketing Society, an Southeast Doctoral Consortium award for service to doctoral students as well as the Harold Berkman Lifetime Service Award and the Cutco Vector Distinguished Marketing Educator Award -- both from the Academy of Marketing Science. 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.

  • UPDATED CHAPTERS AND EXAMPLES HIGHLIGHT FOUNDATIONAL CONTENT. Each chapter in this edition features the latest knowledge available related to frameworks, concepts and academic research. The authors have seamlessly integrated these timely new additions throughout the book's presentation with numerous fresh, new examples that emphasize updated content. Helpful endnotes at the end of the book reveal where to find new content.

  • "MARKETING INSIGHTS" CHAPTER-OPENING VIGNETTES DRAW READERS INTO THE CHAPTER TOPICS. These intriguing vignettes start each chapter with real examples drawn from today's marketing and related to the chapter's topics. The motivating vignettes inspire students to learn more about concepts and strategies portrayed in the examples and explained within the chapter content that follows. Students learn about marketing within familiar organizations, such as Chipotle, L’Oréal, Dunkin’ Donuts, Alibaba and Spotify.

  • NEW BOXED FEATURES WITHIN EVERY CHAPTER HIGHLIGHT EMERGING AND PROGRESSIVE MARKETING CONCEPTS. Each chapter offers two new boxed features that focus on disruptive marketing, creative marketing, integrity in marketing or entrepreneurship in marketing. Readers examine the strengths of these marketing approaches and their impact on business today.

  • NEW "SNAPSHOT" FEATURES DEMONSTRATE THEORY IN ACTION WITHIN MARKETING TODAY. These new "Snapshot" features engage students by highlighting some of today's most interesting and up-to-date statistics that link marketing theory to marketing developments in today's actual business world.

  • MOST RECENT MARKETING AND BUSINESS RESEARCH EMPHASIZES BEST PRACTICES. The authors have consistently updated content to reflect today's latest research throughout this edition. Timely new research supports the book's proven marketing frameworks and emphasizes today's best practices for successful marketing.

  • NEW ILLUSTRATIONS, EXAMPLES AND ADVERTISEMENTS FROM WELL-KNOWN FIRMS CLEARLY ILLUSTRATE CHAPTER TOPICS. The authors carefully weave experiences from actual companies throughout this edition's presentation to clarify and to exemplify marketing concepts and strategies in action. Almost all examples are new or updated to reflect advancements in digital marketing concepts as well as illustrate new sustainable marketing.

  • VIDEO AND PRINTED END-OF-CHAPTER CASES PROFILE MARKETING IN USE WITHIN REAL ORGANIZATIONS. Two printed cases as well as a video case in each chapter illustrate how to apply marketing strategies and concepts with examples from companies such as Whole Foods, Uber, Nik and Gelson’s Market. The numerous new video cases offer both current and engaging behind-the-scenes insights. A strategic case at the end of each part also helps students integrate the diverse concepts they have mastered in the related chapters.

  • ORGANIZATIONAL MODELS FOR EACH PART OFFER "ROAD MAPS" TO GUIDE LEARNING. These organizational models that appears at the beginning of each part offers a clear, visual tool for understanding the connections among the various concepts and topics that this edition presents.

  • WELL-DEFINED LEARNING OBJECTIVES DIRECT READERS TO CRITICAL INFORMATION WITHIN EACH CHAPTER. These helpful Objectives at the start of each chapter present concrete expectations for mastery and guide students in the most important points to learn as they read the chapter.

  • CHAPTER SUMMARIES, LISTS FOR TERMS AND OTHER STUDY AIDS ASSIST STUDENTS IN REVIEW. Complete Chapter Summaries review the major topics discussed in each chapter, while lists of important terms provide another helpful end-of-chapter study aid to expand students’ marketing vocabulary.

  • DISCUSSION AND REVIEW QUESTIONS ENCOURAGE FURTHER STUDY AND EXPLORATION OF CHAPTER CONTENT. These focused Discussion and Review Questions appear at the end of each chapter to assist with review, study and independent advanced investigations of related topics.

  • ONLINE APPENDICES EXPLORE ADDITIONAL IN-DEPTH AND CAREER-RELATED TOPICS. Content within these helpful appendices discusses today's marketing career opportunities, explores financial analysis in marketing and offers a sample marketing plan.

  • COMPREHENSIVE GLOSSARY ENSURES STUDENTS CORRECTLY UNDERSTAND TODAY'S MARKETING TERMINOLOGY. This edition's glossary clearly defines more than 625 of today's most important marketing terms.

  • In the Integrity in Marketing boxed features, topics such as ethics, sustainability, privacy, and social responsibility are considered. Featured companies include Chick-fil-A, Flowers for Dreams, Unilever, Starbucks, REI, and Patagonia.

  • The Entrepreneurship in Marketing feature focuses on the role of entrepreneurship and the need for creativity in developing successful marketing strategies by featuring successful entrepreneurial companies like Blue Bottle Coffee, Harmless Harvest, Halo Top Ice Cream, Haney’s Appledale Farm, Louisville Slugger, and Tastefully Simple.

  • Key term definitions appear in the margins to help students build their marketing vocabulary.

  • Figures, tables, photographs, advertisements, and Snapshot features increase comprehension and stimulate interest.

  • A complete chapter summary reviews the major topics discussed, and the list of important terms provides another end-of-chapter study aid to expand students’ marketing vocabulary.

  • Discussion and review questions at the end of each chapter encourage further study and exploration of chapter content.

  • Two cases at the end of each chapter help students understand the application of chapter concepts. One of the end-of-chapter cases is related to a video segment. Some examples of companies highlighted in the cases are Instagram,, Netflix, Sriracha, Rebecca Minkoff, and Louis Vuitton.

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.

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