Marketing

SALLY DIBB Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK. 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 FOUNDATIONS OF BUSINESS, a market leader. Dr. Pride teaches Principles of Marketing at both undergraduate and graduate levels and constantly solicits student feedback important to revising a Principles of Marketing text. Dr. Pride’s research interests are in 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 Professor of Marketing and Creative Enterprise Scholar at Anderson Schools of Management, University of New Mexico. He recently served as the Bill Daniels Distinguished Professor of Business Ethics at the University of Wyoming and previously as chair of the Colorado State University Marketing Department. He has also been on the faculties of University of Memphis, Texas A&M University, and Illinois State University. He received his Ph.D. in marketing from Louisiana State University. He is past president of the Academic Council of the American Marketing Association and chaired the American Marketing Association Ethics Committee. Under his leadership, the committee developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. He is currently a member of the advisory committee for the AMA marketing certification program. In addition, he is a former member of the Academy of Marketing Science Board of Governors and is a Society of Marketing Advances and Southwestern Marketing Association Fellow. He is the Academy of Marketing Science's Vice President of Publications. He currently serves as Marketing Ethics and Social Issues Section Editor of the JOURNAL OF MICROMARKETING. Dr. Ferrell is the co-author of 18 books and approximately 75 articles. His articles have been published in the JOURNAL OF MARKETING RESEARCH, JOURNAL OF MARKETING, JOURNAL OF BUSINESS ETHICS, JOURNAL OF BUSINESS RESEARCH, JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, JOURNAL OF PUBLIC POLICY MARKETING, as well as other journals. Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK.

PART ONE: MARKETING DEFINED AND MARKETING IN CONTEXT
1 The marketing concept
2 Marketing strategy and understanding competitors
3 The marketing environment
4 Marketing in international markets and globalization
PART TWO: UNDERSTANDING AND TARGETING CUSTOMERS
5 Consumer buying behaviour
6 Business markets and business buying behaviour
7Segmenting markets
8Targeting and positioning
9Marketing research
PART THREE: MARKETING PROGRAMMES – PRODUCTS AND SERVICES, BRANDS, PLACE AND CHANNELS, PROMOTION AND MARKETING COMMUNICATIONS, DIGITAL AND PRICING
10 Product decisions
11 Branding and packaging
12 Developing products and managing product portfolios
13 The marketing of services
14 Marketing channels
15 Channel players and physical distribution
16 An overview of marketing communications
17 Advertising, public relations and sponsorship
18 Sales management, sales promotion, direct mail, the Internet, digital and direct marketing
19 Digital marketing
20 Pricing
21 Modifying the marketing mix for business markets, services and in international marketing
PART FOUR: MARKETING MANAGEMENT
21 Marketing planning and forecasting sales potential
22 Implementing strategies, internal marketing relationships and measuring performance
23 Responsible marketing
Notes
Glossary
Index