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Table of Contents

Part I: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS. 1. An Overview of Strategic Marketing. 2. Planning, Implementing, and Evaluating Marketing Strategies. Part II: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES. 3. The Marketing Environment. 4. Social Responsibility and Ethics in Marketing. Part III: MARKETING RESEARCH AND TARGET MARKET ANALYSIS. 5. Marketing Research and Information Systems. 6. Target Markets Segmentation and Evaluation. Part IV: BUYING BEHAVIOR, GLOBAL MARKETING, AND DIGITAL MARKETING. 7. Consumer Buying Behavior. 8. Business Markets and Buying Behavior. 9. Reaching Global Markets. 10. Digital Marketing and Social Networking. Part V: PRODUCT DECISIONS. 11. Product Concepts, Branding and Packaging. 12. Developing and Managing Products. 13. Services Marketing. Part VI: DISTRIBUTION DECISIONS. 14. Marketing Channels and Supply-Chain Management. 15. Retailing, Direct Marketing and Wholesaling. Part VII: PROMOTION DECISIONS. 16. Integrated Marketing Communications. 17. Advertising and Public Relations. 18. Personal Selling and Sales Promotion. Part VIII: PRICING DECISIONS. 19. Pricing Concepts. 20. Setting Prices. AVAILABLE ONLY ONLINE: Appendix A: Financial Analysis in Marketing Appendix B: Sample Marketing Plan Appendix C: Careers in Marketing

About the Author

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 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.

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