Marketing Concepts & Strategies (with CourseMate & EBook Access Card)

作者: O.C. 著 , Sally 著 , Lyndon 著 , William M. Pride 著

出版社: Cengage Learning

出版时间: 2012-04

版次: 6

ISBN: 9781408064320

定价: 981.80

装帧: 平装

开本: 其他

纸张: 其他

页数: 320页

正文语种: 英语

分类: 外文古旧书>英文书>经济

Perfectforstudentsofallbackgroundsandinterestlevels,thesixtheditionofDibb,Simkin,PrideandFerrell'sMarketing:ConceptsandStrategiescombinesathoroughoverviewofessentialmarketingprinciples,conceptsandstrategieswithavisually-engaging,reader-friendlypresentation.Thetexttakesstudentsbeyondthemarketingmix,torecognizethatinadditiontoproducingandexecutingmarketingprograms,themarketingphilosophycanaddmuchstrategicdirectionandmarketinsighttoanorganization'sstrategizing.

Theworldformarketershasgonedigital,consumerscommunicatereadilywitheachotherviasocialmedia,marketinghasbecomemorealignedtoethical,responsibleandsustainabilityissuesandmarketingasanacademicdisciplinehasbecomemorecriticalandreflective.Allthesedevelopmentsarekeythemesinthisnewedition.

ThistextbookisautopackagedwithCourseMate.CourseMatebringscourseconceptstolifewithinteractivelearning,study,andexampreparationtoolsthatsupporttheprintedtextbookandthetextbook-specificwebsite.CourseMateincludesanintegratedeBookandinteractiveteachingandlearningtoolsincludingquizzes,flashcards,videos,andmoreandanEngagementTracker,afirst-of-its-kindtoolthatmonitorsstudentengagementinthecourse. Dr.O.C.Ferrell(Ph.D.,LouisianaStateUniversity)isProfessorofMarketingandBillDanielsProfessorofBusinessEthicsattheAndersonSchoolofManagementattheUniversityofNewMexico.Dr.Ferrellhasadistinguishedteachingcareer.HehasbeenaBillDanielsDistinguishedProfessorofBusinessEthicsattheUniversityofWyoming,MarketingChairatColoradoStateUniversity,DistinguishedProfessorofMarketingandBusinessEthicsattheUniversityofMemphis,andaprofessorattheUniversityofTampa,TexasA&MUniversity,IllinoisStateUniversity,andSouthernIllinoisUniversity.HisM.B.A.andB.A.degreesarefromFloridaStateUniversity.Needlesstosay,histeachingcareerisbroadandincludescoursessuchasBusiness&Society,Marketing&Society,BusinessEthics,andMarketingEthics--bothdomesticallyandinternationally.Dr.Ferrellisalsoanaccomplishedauthorwithcontributionswithin20booksandmorethan95articles.Dr.Ferrellhasservedasanexpertwitnessinmanyhigh-profilecivillitigationcasesrelatedtobusinessethics.Morerecently,hehasassistedinternationalcorporationsandworkedwithstateregulatoryagenciesinmodifyingmarketingprogramstomaintaincompliancewithbothethicalandlegalrequirements.HehasappearedontheNBCTodayshowandhasbeenquotedinnationalpaperssuchasUSAToday.SallyDibbisProfessorofMarketingattheOpenUniversityBusinessSchool.TheOpenUniversityisthelargestuniversityintheUK,teachingover200,000peopleeveryyear,andtheUK'sonlyuniversitydedicatedtodistancelearning.BeforejoiningtheOpenUniversity(inSeptember2005)SallywasaReaderinMarketingandStrategicManagementatWarwickBusinessSchool(oneoftheU.K.'sleadingthreebusinessschools),UniversityofWarwick,U.K.SheholdsresearchdegreesfromtheUniversityofManchester,UKandWarwickUniversity:herPh.D.examinedconsumermodelling.ShehaspublishedwidelyinU.S.andEuropeanmarketingjournalsonthemarketingofservices,marketingplanning,marketsegmentationandcorporateidentity,aswellastextbooksandpractitioner-orientedworkbooksonthesethemes.SallychairstheU.K.AcademyofMarketing'sSpecialInterestGrouponmarketsegmentationanduntilrecently,shewasAssociateDeanofUndergraduateProgramsatWarwickBusinessSchool.HerconsultingclientsincludearangeofcompaniessuchasJCB,ICI,Fujitsu,MidlandElectricity,DiageoandAstraZeneca.LyndonSimkinisaReaderatWarwickBusinessSchool,UniversityofWarwick,U.K.HereceivedhisPh.D.fromBradfordUniversity.Hisresearchinterestsarebusinessplanning,targetmarketprioritisation,marketingplanning,implementationofeffectivemarketingprogrammes,promotionsmanagementandretailmarketing.Heistheauthorofothermarketingtextsandhislong-termconsultingclientsincludeCalor,Fujitsu,JCB,Raytheon,Royal&SunAllianceandmanyretailers.WilliamPride(Ph.D.,LouisianaStateUniversity)isProfessorofMarketing,MaysBusinessSchool,atTexasA&MUniversity.Inadditiontothistext,heisalsoco-authorofamarket-leadingPrinciplesofMarketingtext.Dr.Pride'sresearchinterestsareinadvertising,promotion,anddistributionchannels.Hisresearcharticleshaveappearedinmajorjournalsinthefieldofmarketing,suchastheJournalofMarketing,theJournalofMarketingResearch,theJournaloftheAcademyofMarketingScience,andtheJournalofAdvertising.Dr.PrideisamemberoftheAmericanMarketingAssociation,AcademyofMarketingScience,SocietyforMarketingAdvances,andtheMarketingManagementAssociation.HehasreceivedtheMarketingFellowAwardfromtheSocietyofMarketingAdvancesandtheMarketingInnovationAwardfromtheMarketingManagementAssociation.Bothofthesearelifetimeachievementawards. PARTONE–MARKETINGDEFINEDANDMARKETINGINCONTEXT
Chapter1-TheMarketingConcept
Chapter2-MarketingStrategyandUnderstandingCompetitors
Chapter3-TheMarketingEnvironment
Chapter4-MarketinginInternationalMarketsandGlobalisation

PARTTWO-UNDERSTANDINGANDTARGETINGCUSTOMERS
Chapter5-ConsumerBuyingBehaviour
Chapter6-BusinessMarketsandBusinessBuyingBehaviour
Chapter7-SegmentingMarketsandCustomerRelationshipManagement
Chapter8-TargetingandPositioning
Chapter9-MarketingResearch

PARTTHREE–PRODUCT,BRANDING,PACKAGINGANDSERVICEDECISIONS
Chapter10-ProductDecisions
Chapter11–BrandingandPackaging
Chapter12-DevelopingProductsandManagingProductPortfolios
Chapter13-TheMarketingofServices

PARTFOUR–PLACE/DISTRIBUTION/MARKETINGCHANNELDECISIONS
Chapter14–MarketingChannels
Chapter15-ChannelPlayersandPhysicalDistribution

PARTFIVE–PROMOTION/MARKETINGCOMMUNICATIONDECISIONS
Chapter16–AnOverviewofMarketingCommunications
Chapter17–Advertising,PublicRelationsandSponsorship
Chapter18-SalesManagement,SalesPromotion,DirectMail,theInternetandDirectMarketing

PARTSIX–PRICINGDECISIONS
Chapter19-Pricing

PARTSEVEN–MANIPULATINGTHEMARKETINGMIX
Chapter20-ModifyingtheMarketingMixforBusinessMarkets,ServicesandinInternationalMarketing

PARTEIGHT–MARKETINGMANAGEMENT
Chapter21–MarketingPlanningandForecastingSalesPotential
Chapter22-ImplementingStrategies,InternalMarketingRelationshipsandMeasuringPerformance
Chapter23-ResponsibleMarketing
内容简介:
Perfectforstudentsofallbackgroundsandinterestlevels,thesixtheditionofDibb,Simkin,PrideandFerrell'sMarketing:ConceptsandStrategiescombinesathoroughoverviewofessentialmarketingprinciples,conceptsandstrategieswithavisually-engaging,reader-friendlypresentation.Thetexttakesstudentsbeyondthemarketingmix,torecognizethatinadditiontoproducingandexecutingmarketingprograms,themarketingphilosophycanaddmuchstrategicdirectionandmarketinsighttoanorganization'sstrategizing.

Theworldformarketershasgonedigital,consumerscommunicatereadilywitheachotherviasocialmedia,marketinghasbecomemorealignedtoethical,responsibleandsustainabilityissuesandmarketingasanacademicdisciplinehasbecomemorecriticalandreflective.Allthesedevelopmentsarekeythemesinthisnewedition.

ThistextbookisautopackagedwithCourseMate.CourseMatebringscourseconceptstolifewithinteractivelearning,study,andexampreparationtoolsthatsupporttheprintedtextbookandthetextbook-specificwebsite.CourseMateincludesanintegratedeBookandinteractiveteachingandlearningtoolsincludingquizzes,flashcards,videos,andmoreandanEngagementTracker,afirst-of-its-kindtoolthatmonitorsstudentengagementinthecourse.
作者简介:
Dr.O.C.Ferrell(Ph.D.,LouisianaStateUniversity)isProfessorofMarketingandBillDanielsProfessorofBusinessEthicsattheAndersonSchoolofManagementattheUniversityofNewMexico.Dr.Ferrellhasadistinguishedteachingcareer.HehasbeenaBillDanielsDistinguishedProfessorofBusinessEthicsattheUniversityofWyoming,MarketingChairatColoradoStateUniversity,DistinguishedProfessorofMarketingandBusinessEthicsattheUniversityofMemphis,andaprofessorattheUniversityofTampa,TexasA&MUniversity,IllinoisStateUniversity,andSouthernIllinoisUniversity.HisM.B.A.andB.A.degreesarefromFloridaStateUniversity.Needlesstosay,histeachingcareerisbroadandincludescoursessuchasBusiness&Society,Marketing&Society,BusinessEthics,andMarketingEthics--bothdomesticallyandinternationally.Dr.Ferrellisalsoanaccomplishedauthorwithcontributionswithin20booksandmorethan95articles.Dr.Ferrellhasservedasanexpertwitnessinmanyhigh-profilecivillitigationcasesrelatedtobusinessethics.Morerecently,hehasassistedinternationalcorporationsandworkedwithstateregulatoryagenciesinmodifyingmarketingprogramstomaintaincompliancewithbothethicalandlegalrequirements.HehasappearedontheNBCTodayshowandhasbeenquotedinnationalpaperssuchasUSAToday.SallyDibbisProfessorofMarketingattheOpenUniversityBusinessSchool.TheOpenUniversityisthelargestuniversityintheUK,teachingover200,000peopleeveryyear,andtheUK'sonlyuniversitydedicatedtodistancelearning.BeforejoiningtheOpenUniversity(inSeptember2005)SallywasaReaderinMarketingandStrategicManagementatWarwickBusinessSchool(oneoftheU.K.'sleadingthreebusinessschools),UniversityofWarwick,U.K.SheholdsresearchdegreesfromtheUniversityofManchester,UKandWarwickUniversity:herPh.D.examinedconsumermodelling.ShehaspublishedwidelyinU.S.andEuropeanmarketingjournalsonthemarketingofservices,marketingplanning,marketsegmentationandcorporateidentity,aswellastextbooksandpractitioner-orientedworkbooksonthesethemes.SallychairstheU.K.AcademyofMarketing'sSpecialInterestGrouponmarketsegmentationanduntilrecently,shewasAssociateDeanofUndergraduateProgramsatWarwickBusinessSchool.HerconsultingclientsincludearangeofcompaniessuchasJCB,ICI,Fujitsu,MidlandElectricity,DiageoandAstraZeneca.LyndonSimkinisaReaderatWarwickBusinessSchool,UniversityofWarwick,U.K.HereceivedhisPh.D.fromBradfordUniversity.Hisresearchinterestsarebusinessplanning,targetmarketprioritisation,marketingplanning,implementationofeffectivemarketingprogrammes,promotionsmanagementandretailmarketing.Heistheauthorofothermarketingtextsandhislong-termconsultingclientsincludeCalor,Fujitsu,JCB,Raytheon,Royal&SunAllianceandmanyretailers.WilliamPride(Ph.D.,LouisianaStateUniversity)isProfessorofMarketing,MaysBusinessSchool,atTexasA&MUniversity.Inadditiontothistext,heisalsoco-authorofamarket-leadingPrinciplesofMarketingtext.Dr.Pride'sresearchinterestsareinadvertising,promotion,anddistributionchannels.Hisresearcharticleshaveappearedinmajorjournalsinthefieldofmarketing,suchastheJournalofMarketing,theJournalofMarketingResearch,theJournaloftheAcademyofMarketingScience,andtheJournalofAdvertising.Dr.PrideisamemberoftheAmericanMarketingAssociation,AcademyofMarketingScience,SocietyforMarketingAdvances,andtheMarketingManagementAssociation.HehasreceivedtheMarketingFellowAwardfromtheSocietyofMarketingAdvancesandtheMarketingInnovationAwardfromtheMarketingManagementAssociation.Bothofthesearelifetimeachievementawards.
目录:
PARTONE–MARKETINGDEFINEDANDMARKETINGINCONTEXT
Chapter1-TheMarketingConcept
Chapter2-MarketingStrategyandUnderstandingCompetitors
Chapter3-TheMarketingEnvironment
Chapter4-MarketinginInternationalMarketsandGlobalisation

PARTTWO-UNDERSTANDINGANDTARGETINGCUSTOMERS
Chapter5-ConsumerBuyingBehaviour
Chapter6-BusinessMarketsandBusinessBuyingBehaviour
Chapter7-SegmentingMarketsandCustomerRelationshipManagement
Chapter8-TargetingandPositioning
Chapter9-MarketingResearch

PARTTHREE–PRODUCT,BRANDING,PACKAGINGANDSERVICEDECISIONS
Chapter10-ProductDecisions
Chapter11–BrandingandPackaging
Chapter12-DevelopingProductsandManagingProductPortfolios
Chapter13-TheMarketingofServices

PARTFOUR–PLACE/DISTRIBUTION/MARKETINGCHANNELDECISIONS
Chapter14–MarketingChannels
Chapter15-ChannelPlayersandPhysicalDistribution

PARTFIVE–PROMOTION/MARKETINGCOMMUNICATIONDECISIONS
Chapter16–AnOverviewofMarketingCommunications
Chapter17–Advertising,PublicRelationsandSponsorship
Chapter18-SalesManagement,SalesPromotion,DirectMail,theInternetandDirectMarketing

PARTSIX–PRICINGDECISIONS
Chapter19-Pricing

PARTSEVEN–MANIPULATINGTHEMARKETINGMIX
Chapter20-ModifyingtheMarketingMixforBusinessMarkets,ServicesandinInternationalMarketing

PARTEIGHT–MARKETINGMANAGEMENT
Chapter21–MarketingPlanningandForecastingSalesPotential
Chapter22-ImplementingStrategies,InternalMarketingRelationshipsandMeasuringPerformance
Chapter23-ResponsibleMarketing

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Marketing Concepts & Strategies (with CourseMate & EBook Access Card)

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