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Gain an understanding of today's marketing principles with Pride/Ferrell's engaging Marketing, 20th edition. 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.
Marketing Strategy and Customer Relationships
An Overview of Strategic Marketing
Planning, Implementing, and Evaluating Marketing Strategies
Environmental Forces and Social and Ethical Responsibilities
The Marketing Environment
Social Responsibility and Ethics in Marketing
Marketing Research and Target Market Analysis
Marketing Research and Information Systems
Target Markets: Segmentation and Evaluation
Buying Behavior, Global Marketing, and Digital Marketing
Consumer Buying Behavior
Business Markets and Buying Behavior
Reaching Global Markets
Digital Marketing and Social Networking
Product Decisions
Product Concepts, Branding, and Packaging
Developing and Managing Products
Services Marketing
Distribution Decisions
Marketing Channels and Supply Chain Management
Retailing, Direct Marketing, and Wholesaling
Promotion Decisions
Integrated Marketing Communications
Advertising and Public Relations
Personal Selling and Sales Promotion
Pricing Decisions
Pricing Concepts
Setting